Nielsen

New Research: Brands Must Develop A ‘Culture Of Creative Effectiveness'

Brands that are not able to establish a culture of creative effectiveness (CoCE) will get creative campaigns but won't be as likely to see them deliver results.

A recent study by the Creative Effectiveness Lab and the Ehrenberg-Bass Institute suggests that a culture of creative effectiveness is in need of development for most brands.

The study was the latest in a series focusing on creative effectiveness. The 2023 study focuses on the culture, processes, behaviours, and organization required to create an environment to drive effectiveness.

The research shows less than one-quarter of marketers (23%) strongly agree that marketing and creative teams are working toward a shared understanding of effectiveness.

Only 30% of respondents say that all stakeholders have clarity on their roles within the creative process. This alignment between marketing, creative, and other stakeholders is linked with a more positive perception of creative effectiveness.

The study also revealed a list of barriers to creative effectiveness. The most common was a lack of clarity on the creative strategy.

So, what are the keys to building a culture of creative effectiveness?

The study suggests that brands need to:

• Establish a clear definition of creative effectiveness
• Create clear processes for developing and evaluating creative work
• Foster a culture of collaboration between marketing and creative teams
• Provide training and development opportunities for creative teams
• Reward and recognize creative work that is effective

Conclusion

A culture of creative effectiveness is essential for brands that want to sustain creative campaigns that deliver results. A CoCE is a multi-faceted and complex entity that requires a commitment from all stakeholders.

By following the recommendations in this study, brands can create an environment that is conducive to creative effectiveness and drive better results from their marketing campaigns.

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