Value of Creativity Report

The analysis, drawing on insights from over 1,500 campaigns in the DMA Effectiveness Databank, demonstrates that highly creative campaigns generate four times the business effects compared to less creative counterparts.

Through collaboration with leading ad research experts System1, the DMA's research identifies three crucial pillars of creative effectiveness: emotional resonance, recognisable communications, and sensory appeal. Campaigns incorporating positive emotions consistently outperform, whilst marketing communications appealing to multiple senses deliver stronger results. Brand activity emerges as twice as likely to be rated as highly creative versus direct response, highlighting significant opportunities for performance marketers.

Looking to transform your marketing effectiveness? Download our comprehensive report for detailed insights, case studies, and actionable recommendations to enhance your creative strategy. The B2B Council have responded to the research and come up with Ten Top Tips to encourage B2B marketers to weave creativity into their campaigns. Watch the council explore all ten below or view the carousel here.