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NEWS24 June 2016

Short termism and lack of investment stifling marketing creativity

News Trends UK

UK — A new analysis of Institute of Practitioners in Advertising (IPA) Effectiveness Award case studies and The Gunn Report creative awards dataset has suggested that creativity and effectiveness are under threat from a lack of investment and short-term thinking. 

Marketing consultant Peter Field has analysed the information and summarised his findings with five key trends: 

1. Budget investment behind creativity has fallen sharply. 
The average real campaign budget has fallen, with creatively-awarded campaigns hardest hit, to the point where they are below market share maintenance levels. 

2. Short-termism is undermining effectiveness.
There has been a dramatic increase in the evaluation of IPA campaigns over six months or less – up by four times over a decade ago. This is bad for effectiveness and bad for brands. Creatively awarded campaigns are even more strongly affected: almost half of them are now short-term campaigns. 

3. Cross-channel, digital creativity is not an answer to short-termism.
Creative campaigns designed to work across the analogue/digital divide improve short-term results, but need more time to achieve their full potential and do not offset reduced budgets. Greater effectiveness comes from being put to work over the longer term. 

4. The achievement of fame is in decline.
Record low budgets and the shift to the short term have impacted the buzz around brands, meaning fame effects of creatively awarded campaigns have fallen for the first time in 20 years. 

5. TV is still the primary driver of creative success.
An idea that can work creatively on TV is shown to be at the heart of the most effective campaigns. 

The full report is available here