Short-termism and lower investment “halve success of creative campaigns”

Report author Peter Field

The impacts of short-termism in marketing and reduced creative investment have halved the success of creative campaigns over a period of just four years, according to a new IPA report.

Selling Creativity Short: Creativity and effectiveness under threat, written by Peter Field and launched during the Cannes advertising festival on Thursday, shows that a “destructive trend” of short-term commitment and investment short-fall has enveloped the ad industry.

The result, according to the report, means creatively awarded campaigns are now six times as efficient as non-awarded campaigns, down from 12 times in 2011.
[advert position=”left”]
“There are a number of clear recommendations to emerge from this analysis for any marketer wishing to tap the considerable potential of creativity to boost effectiveness,” said Field.

“What is clear is that creativity is greatly worth striving for so long as it us used for long-term objectives. Short-termism is a threat not just to the power of creativity but also the health of brands.”

The report also reveals that campaigns with a heavy focus on digital are effective in improving short-term results, but not at offsetting reduced budgets. Their overall success comes from being put to work over the longer term.

The effects of ‘fame’ are also in decline – with reduced budgets and the shift to the short term lessening “the buzz” around brands. It means fame effects have fallen for the first time in 20 years.