Excess Share of Creativity: combining media and creative

Research from System1 & Effie found that combining creative quality with media spend significantly accelerates business outcomes. System1's Andrew Tindall and Effie's Juliet Haygarth join WARC's David Tiltman to discuss the "Creative Dividend" study, which highlights the importance of integrating media and creative strategies for commercial growth. The "Creative Dividend" index measures creative efficiency, predicting 60.1% of business outcomes when combined with media spend. The study also identifies "super touch points" that effectively build brand effects and capture in-market revenue.