Juliet Heygarth
Leads effectiveness strategy at Effie Worldwide, specialising in evidence-based marketing effectiveness and co-author of the Creative Dividend research.
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Mar 17, 2026 • 50min
The creative dividend: media spend and creative quality are better together
Juliet Heygarth, effectiveness lead at Effie Worldwide working on evidence-based marketing, and Andrew Tindall, System1 partnerships lead with creative measurement expertise, discuss the Creative Dividend study. They explore how creative quality and media spend combine to drive business outcomes. They unpack the creativity stack, creative efficiency metrics, super touch points, and why media scale turns creative into profit.
