The Creative Effectiveness Renaissance

ELEVATING THE ROLE OF CREATIVITY FOR BRANDS

In the ever-evolving landscape of marketing, the emphasis on creative effectiveness has gained unprecedented momentum. According to recent data from MarketingWeek, a staggering 86.3% of marketers now measure creative effectiveness in 2024, a significant leap from the 57.3% reported in 2023. This surge underscores a pivotal shift in the industry: creativity is no longer playing second fiddle to media effectiveness.

WHY BRANDS NEED GOOD CREATIVE

Good creative work is the cornerstone of any successful brand. It’s the creative element that captures attention, evokes emotions, and creates a lasting impression. Without compelling creative, even the most strategically placed communication or packaging design can fall flat. Myers at The Very Group succinctly captures this sentiment: “You can be as effective as possible with your media planning, but if you don’t have good creative work that connects with people and cuts through your category, you won’t appeal to your target customer. They need to work together.”

CAPTURING ATTENTION & ENGAGING AUDIENCES

In a world inundated with new news from an increasing number of challenger brands, standing out is more challenging than ever. High-quality creative and design is essential for cutting through the noise and engaging consumers. It’s the difference between a pack that gets ignored and one that sparks curiosity and interest from a distance to in the hand.

BUILDING BRAND IDENTITY & LOYALTY

Effective creative work is also instrumental in building a strong brand identity. Consistent, high-quality design helps establish a recognisable brand image, fostering trust and loyalty among consumers. Over time, this can translate into a strong emotional connection with the brand, driving repeat business and long-term customer relationships.

Our redesign of Naked Grouse exemplifies the power of impactful creativity, earning us a prestigious Gold DBA Design Effectiveness Award. The DBA Design Effectiveness Awards celebrate design that delivers tangible and measurable business success. Judged by a diverse panel of business leaders and entered jointly by clients and creative agencies, these awards spotlight the strategic and commercial value of design. Unique in its approach, the DBA Awards use commercial data as a primary criterion for judging, emphasising the real-world impact of exceptional design.

The Naked Grouse redesign not only elevated the brand’s aesthetic but also significantly boosted its market performance, showcasing the undeniable link between high-quality design and business growth. The case studies recognised by the DBA Design Effectiveness Awards highlight the industry’s excellence, proving that design is not just an artistic endeavour but a crucial commercial investment.

ENHANCING OVERALL MARKETING EFFECTIVENESS

Creative quality is a critical driver of overall marketing effectiveness. According to the data, 43.3% of marketers consider it a significant influence, while 29.2% regard it as the most influential factor. Shelley Macintyre, General Manager and CMO of Allplants, emphasises that as third-party cookies are phased out and attribution becomes more challenging, the need for a “creative unlock” to drive performance throughout the marketing funnel becomes even more crucial.

At Kinship, we underpin our core values with this creative quality and it is with this approach we produce effective design and establish strong relationships with our clients.

How brands can work with agencies to enhance creativity?

To harness the full potential of creative effectiveness, brands must collaborate closely with their agencies and leverage human intelligence. Here’s how they can do it:

FOSTER COLLABORATIVE PARTNERSHIPS
Building a strong, collaborative relationship with your agency is key. This involves open communication, mutual trust, and a shared vision. Regular brainstorming sessions and workshops can help ensure that both parties are aligned and working towards the same creative goals.

LEVERAGE HUMAN INTELLIGENCE AND INSIGHTS
While data and technology play a crucial role in modern marketing, human intelligence and insights are irreplaceable. Agencies bring a wealth of experience, creativity, and intuition to the table. By combining these human elements with data-driven insights, brands can develop more nuanced and effective creative strategies.

INVEST IN CREATIVE TESTING AND OPTIMIZATION
Advanced tools for creative pre-testing, post-testing, and mid-campaign optimisation are now more accessible than ever. Brands should invest in these tools to refine their creative efforts continually. As Macintyre points out, focusing on creative testing can provide immediate ROI and valuable insights into consumer behaviour and preferences.

EMPHASISE THE IMPORTANCE OF CREATIVE QUALITY
Both large and small companies must recognise the critical importance of creative quality. While smaller firms (73.1%) report a greater focus on creative quality than larger firms (53.4%), all brands should strive to prioritise this aspect of their marketing efforts. High-quality creative is not just a nice-to-have; it’s a necessity for achieving long-term success.

NAIL THE CREATIVE BRIEF
The creative brief is the foundation of any successful rebrand or redesign. Ensuring that this brief is accurate and detailed is crucial for aligning all stakeholders and setting clear expectations. The brief should outline the brand objectives, target audience, key messages, and desired outcomes so effectiveness can be measured. Getting internal buy-in on the brief ensures that everyone is on the same page and committed to the brand’s success. An effective brief not only guides the creative team but also serves as a benchmark for evaluating the brand’s progress and effectiveness.

SELL THE IDEA INTERNALLY AND MANAGE MARKETS
Once a creative concept is developed, selling the idea internally is essential. This involves presenting the concept in a compelling way that excites and motivates internal stakeholders and market teams. Use engaging presentations, prototypes, or mock-ups to bring the idea to life. Managing market teams effectively means keeping them informed, involved, and enthusiastic throughout the campaign’s lifecycle. When internal teams are excited about a brand design change, they are more likely to support it wholeheartedly and contribute to its success.

CREATIVITY AT THEIR CORE: BRAND EXAMPLES

Several brands exemplify the power of putting creativity at their core. By doing so, they are braver, make more connections, and stay ahead of the innovation curve. Often, these are the brands that get noticed and become conversation starters.

Oatly revolutionised the plant-based milk market with its bold and quirky rebrand nearly 20 years ago. Their unapologetic and humorous approach, seen in campaigns like “It’s Like Milk, But Made for Humans,” resonates strongly with consumers. Oatly’s commitment to creativity sets them apart from competitors and generates significant buzz and loyalty.

Polestar, the electric vehicle manufacturer, places creativity and design at the forefront of its brand. Their minimalist and futuristic advertising campaigns, such as the “Polestar Precept” concept, highlight their innovative approach to automotive design and sustainability. Polestar’s creative focus helps them stand out in a crowded market and positions them as leaders in the EV space.

LEGO consistently demonstrates how creativity can drive brand success. Their innovative marketing campaigns, like the “Rebuild the World” initiative, inspire and engage audiences of all ages. LEGO’s ability to tap into the power of imagination and creativity not only strengthens their brand identity but also fosters a deep emotional connection with their customers.

Seedlip has used creativity to carve out a new niche, as a pioneer in the non-alcoholic spirits market. Their elegant branding and innovative product design challenge traditional perceptions of non-alcoholic spirits and drinking culture. Seedlip’s creative approach has made them a standout in the beverage industry.

Surreal has gained attention with its bold and humorous advertising campaigns alongside its colourful pack. By positioning itself as a modern, healthy alternative to traditional cereals, Surreal uses creative storytelling and eye-catching packaging design to attract health-conscious consumers. Their innovative approach keeps them ahead of the curve in the competitive cereal market.

Hippeas’ stands out with its playful branding and bright packaging. Hippeas’ marketing campaigns often emphasis fun and positivity, appealing to a younger, health-conscious audience. Their creative efforts have made them a popular choice in the snacking category, proving that creativity and health can go hand in hand.

CONCLUSION: THE FUTURE IS CREATIVE

The data unequivocally points to a positive shift towards valuing and measuring creative effectiveness. For marketers, particularly those working with branding and packaging agencies, this trend presents an opportunity to champion creativity as a core component of marketing strategy. By prioritising creative quality and leveraging advanced testing tools, marketers can ensure their brand designs resonate more deeply with their target audiences and drive superior results.

In summary, the resurgence in measuring creative effectiveness marks a new era for branding. As the industry moves forward, the symbiotic relationship between design and creative effectiveness will be crucial in crafting branding that not only reach but also resonate with consumers, ultimately driving long-term brand success. By working closely with agencies, nailing the creative brief, leveraging human intelligence, and effectively managing internal stakeholders, brands can unlock the full potential of their creative efforts and thrive in the competitive marketing landscape. Brands like LEGO, Oatly, Polestar, Seedlip, Surreal and Hippeas illustrate the power of creativity, showing that those who dare to innovate are the ones who lead and inspire.

PARTNERING WITH KINSHIP

Whatever your thoughts, Kinship is here to help. It’s the perfect time to tackle those brand challenges or bring to life that brilliant idea you’ve been cultivating. At Kinship, we’re ready to offer the guidance and creative solutions you need. At our core, we’re passionate about shaping brand success through our creativity and your vision, all while aligning closely with your brand identity.

Consider us your trusted partner, infusing clarity, joy, and creative brilliance into every phase of your brand journey. Whether you’re looking to refresh your packaging with innovative designs or launch a dynamic new brand identity, we’re here to lend a hand and bring your brand’s vision to life.

Rest assured; we’ve got your back: the ultimate brand-building partner you need right now. Let’s elevate your brand together, with a focus on maximising your creative impact!

The Creative Effectiveness Renaissance

How brands can work with agencies to enhance creativity?

Naked sucess: No secret, Learn how

Your Bite-sized Brilliance - Kinship Insights July Edition

Creative Effectiveness: Elevating the Role of Creativity for Brands