Creatively awarded work 11 times more likely to build market share: Thomas

In his speech on “Creativity and Effectiveness” at Spikes Asia 2012, Thomas said it is important for agencies to understand the link between the business, brand, creativity and effectiveness. The multiplier figure of 11 is based on data from IPA Datawork.

“There are lot things out there we need to think about, and link them to effectiveness,” he said. “The efficiency of creatively awarded campaigns has risen over time.”

Also the chairman of Proximity Worldwide, Thomas is the jury president for the inaugural creative effectiveness category, which received 34 entries.

According to IPA Marketing, Thomas noted, fame and emotional-involvement advertisements are the two most powerful strategies, with emotionally powerful advertisements being the more memorable one.

Among issues agencies need to consider when it comes to effective creative campaigns, he said, are training, research and remuneration.

“A lot of winning international brands have powerful local insight in their campaign that is culturally relevant,” he added.

Another situation worth noting, he said, is that TV spend still is growing globally, with 47 full TV ads being consumed daily in the UK now, compared with 40 in 2007.

“Dream big, work hard and think for yourself,” he added.