Creativity and effectiveness Product Mastery inevitably walk hand in hand in the advertising industry. Although some sometimes insist on turning them into irreconcilable enemies (as if the two concepts were mutually exclusive). It is clear that creativity and effectiveness should be allies (and not rivals) in advertising, but what type of creativity best fertilizes effectiveness (and ultimately makes it flourish)? Crossing the Chasm: How True Creativity Enables Great Leaps in Effectiveness. Recently published by the EACA Knowledge Center of Effie Awards. Europe after placing the winning campaigns of the Effie Awards Europe. Under the magnifying glass in the period between 2009 and 2022.
Creativity focuses on Product Mastery achieving a wide reach
The definitions of creativity by which the advertising industry. Usually governed are excessively narrow-minded and that is why it proposes top industry data 4 new definitions of creativity to spur advertising effectiveness: 1. Persuasive creativity This type of creativity, whose nature is deeply rational, informational and persuasive, generates true added value for brands and translates into short-term effects on sales. 2. Creativity focused on fame In this case, and being emotional and memorable with the ultimate objective of more efficiently spurring the penetration of the message it carries.
Creativity focused on the market
Experiential creativity, very present in environments with a strong “digital-first” approach, tries to connect with the customer at the Marketing List right time and in the right place in truly innovative ways (which the consumer does not expect to happen soon).Therefore, This form of creativity engenders new behaviors. Activates new audiences and is the one that has the greatest long-term impact on generating benefits for brands. Therefore, this new research brings to the table four new and useful definitions of creativity to encourage effectiveness in different ways,” explains Gurdeep Puri, co-author of the study.