Creativity is measurable!

Creativity is art. Either it pleases. Or it doesn't. It has a lot to do with chance or luck.?

That's the common perception. But that's not true.?

We have developed a creative scorecard (Creative Impact Score) that makes it possible to measure creativity in marketing.

I'll go into the details of the Creative Impact Score later. First, I would like to talk about the enormous importance of creativity.?

Often underestimated: The power of creativity.?

The focus in marketing is currently erroneously placed primarily on marketing channels. In other words, whether online, TV, social media, or OOH campaigns have the best impact.?

I turn the tables quite clearly: If you develop a creation that fits the product and the target group, you already have half the horse in the stable.?

Why am I so sure about that??

Think about it yourself:?

Which ad, slogan, and image has stuck with you, even though you weren't consciously looking for this product??

Was it the Lidl creation "Mirror, mirror on the wall?", Blinkist "Big ideas in a nutshell?" or the BikeClub “Self Made” campaign…

You don't have to know these campaigns. You may think of examples yourself:?

Which campaign stuck with you without explicitly searching for that product or brand??

I bet it was an ad that had a unique zing to it. And I bet you often picked up the advertising message "along the way" on a channel you don't usually use.?

You found the ad message funny and impressive or it engaged you somehow. The image was beautiful or quirky. The tagline was catchy or raised questions.?

Either way, the message got your attention without you looking for it.?

THAT is the power of creation!?

You see:?

?? The channel is not everything!?

This is not just an assertion of mine. There is independent research to support this statement.?

In an extensive study conducted by Nielsen, a global leader in audience measurement, data and analytics, a key finding is that:

?47 percent of the marketing impact comes from the creative.??

(If you’d like, I'll send you the link to the Nielsen study. Just get in touch with me.)?

Now, as promised, to the Creative Impact Score.?

The measurability of creativity - old hat?

In the marketing industry, measuring creativity is like searching for the Holy Grail.?

Understandable: after all, the high marketing expenditures need justification.?

This measurability has been around for a long time. Or rather, it has existed:?

A look back: in 2014, Paul Dyson, the brains behind Data2Decisions, developed essential drivers of advertising profitability through his meticulous analysis. Here, one thing in particular stood out:?

Creative excellence was, and still is, the definitive marketer-controllable element that yields remarkable ROI.

Numerous media planning and strategy factors also played a role, but creativity shone through in its ability to deliver exceptional results.

These findings were mirrored in studies by other industry heavyweights, such as Nielsen and McKinsey: companies that play in the creative league also perform top financially. In essence:?

??Creativity is not only an art. It's our most powerful lever for potentiating marketing ROI.

So, all well researched and measurable??

Unfortunately, no. Because times have changed, the insights developed back then applied to the media and advertising landscape BEFORE online marketing, META, and Netflix.?

Now that marketing activities have become considerably more complex due to the many possibilities of online and social media, Paul Dyson's insights from back then can no longer be transferred 1 to 1.?

Measuring creativity today: The Creative Impact Score

From the ThinkTank and the analysis of ten significant studies on creative effectiveness, we have developed the DCMN Creative Impact Score.?

This unique approach aims to quantify the emotional and psychological impact of the creative on the target audience.

We measure the clarity and relevance of the message, the likely activation and engagement of the Target Group, the brand and product communication and presentation, and more, to evaluate the overall effectiveness of the creative.?

A total of 14 different aspects of the creative are measured.

In this systemic approach, creativity comes to the fore. The results can be integrated into a media and budget plan where the impact can be measured and - also very important - adjusted and optimized.?

According to the wisdom of management mastermind Peter Ducker:?

"If you can't measure it, you can't manage it."?

Conclusion

The Creative Impact Score proves: Creativity in marketing is not only art, but also a measurable science. Through innovative measurements, the emotional and psychological impact of the advertising content can be quantified, thus closely linking creativity and campaign ROI.?

This methodology enables marketers to measure the impact of their creative efforts and optimize and manage them in a targeted way.

I am interested in your opinion.

I am sure the Creative Impact Score will raise questions and perhaps even doubts in your mind. I am delighted to answer any questions you may have. Here, via the comments on LinkedIn, the community can join in the discussion, or via personal conversations.?

???LinkedIn thrives on exchange. Therefore, I am pleased about your comments, likes, or forwarding of this article! Thank you very much for that!