The Cannes Lions 2021 a few weeks ago proved it to us once again: our industry has no shortage of creative ideas. Great works from many categories and continents were submitted, awarded and celebrated.
And the analysts at market research companies always agree: when it comes to the effectiveness of advertising, good creativity is still the key factor for additional sales. It is said to be responsible thailand rcs data for an impressive 47 percent of the sales uplift generated by marketing measures. This only allows one conclusion: Creative is still king.
In order for advertising, and thus the creativity of its creators, to have its full effect, three conditions must be met:
Outstanding creation: The central "big idea" of a brand must differentiate itself from other brands through outstanding creativity, both "upstream" in the business and experience design of new products and services and "downstream" in brand communication and performance marketing. So far, so good - as impressively demonstrated in the many awards in Cannes.