On Strategy Showcase The new book that makes the business case for creative effectiveness
Feb 22, 2026
Andrew Tindall, System1 SVP specializing in behavioral data and ad effectiveness; Juliet Haygarth, Effie CMO focused on marketing effectiveness; Traci Alford, Effie CEO championing measurable marketing. They discuss The Creative Dividend book, why creativity needs media support and sustained investment, the role of emotion and distinctiveness, and new tools and frameworks to make creative work defendable and business-driving.
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Research Combined To Reveal What Drives Commercial Success
- The Creative Dividend links Effie case evidence with System1 behavioral data to identify consistent principles driving commercial success.
- Andrew Tindall led pre-research interviews with ~400 senior marketers to focus the book on practical questions marketers actually face.
Effectiveness Is A Daily Operating Orientation
- Effie frames effectiveness as a day-to-day orientation, not a one-off outcome, meaning processes and culture matter as much as results.
- Juliet Haygarth says marketers fear short-termism and lack confidence to back brave creative, so frameworks are needed at each stage.
Back Creative Work With Scale
- Prioritise both creative quality and sufficient media support; creative work must be backed with scale to reach its potential.
- Andrew Tindall warns brilliant creative often fails because it lacks media reach and planners must fight for investment.
