Misfits: How Creativity in Advertising Sparks Brand Growth
Misfits: How Creativity in Advertising Sparks Brand Growth
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Creativity is often celebrated as the fuel of effective advertising, but it has a problem. It is an enigma of artistic work, with a range of definitions, wrapped in uncertainty, which often collides with marketers’ needs for stable returns from their advertising investments.
Misfits, aims to move beyond this impasse by proposing a paradox. That embracing the uncertainty of creativity when producing advertising is the most certain way to achieve strong business returns in the short and longer-term.
This publication outlines key findings from an Ipsos meta-analysis of thousands of ads, identifying the presence of creativity in advertising experiences and how they relate to end brand effects, framed in the Misfits of the world, to understand how thinking differently and not fitting in can lead to more effective outcomes. With these data fuelled observations and references to popular culture, Misfits reveals what creativity really means in advertising.
Discover more about the role of creativity and how trusting in a ‘Misfit Mindset’ that embraces uncertainty to pursue the extraordinary has more business value than the safe and ordinary.
Misfits, aims to move beyond this impasse by proposing a paradox. That embracing the uncertainty of creativity when producing advertising is the most certain way to achieve strong business returns in the short and longer-term.
This publication outlines key findings from an Ipsos meta-analysis of thousands of ads, identifying the presence of creativity in advertising experiences and how they relate to end brand effects, framed in the Misfits of the world, to understand how thinking differently and not fitting in can lead to more effective outcomes. With these data fuelled observations and references to popular culture, Misfits reveals what creativity really means in advertising.
Discover more about the role of creativity and how trusting in a ‘Misfit Mindset’ that embraces uncertainty to pursue the extraordinary has more business value than the safe and ordinary.
