We recently attended The Creative Dividend Webinar ran by System1’s Andrew Tindall and Mark Ritson marketing consultant and founder of the MiniMBA programme (not to be confused with tiny basketballs).

The Creative Dividend is a new and ongoing study from System1 and Effie that has looked at over 1,200 campaigns across the US and Europe running between 2007–2023.

The central question posed was simple but powerful: how much does creativity really make a profit?

Here’s what we learned.

Hey Big Spender

The data shows we’re spending more on advertising than ever before, 30% globally – without any brand growth to really show for it (not good), all while the average person is already exposed to around 1,200 ads a day.

Go Bold or Go Home

Marketers aren’t being big or bold enough, in fact they’re consistently going for the short-term metrics. Social media campaigns, impressions, traffic are all being chased rather, than the outcomes that truly matter – profit, revenue and long-term growth.

What stood out was just how undervalued creativity remains. With 41% of marketers seeing creativity as a risk, they’re more likely to go for a campaign that targets their audience.

However, the research shows creative quality is 12 times more likely to deliver a profit than targeting.

It’s a stark reminder that creativity is key.

Feeling Blue Gets You in The Green

The analysis found that campaigns which stirred more emotion delivered significantly more brand growth and reported better profits than a more rationally toned campaign.

But, of course, there’s a catch.

Without branding, emotion fails. The strongest results came when brands paired emotional storytelling with a distinctive and strong brand. That way, you not only make sure people feel something, but remember who made them feel it (whoda thought ey?).

Consistency Pays Off

No, really. One of the most compelling findings was how powerful consistency actually is. Brands that created a cohesive look and feel over years saw three times higher returns than brands that chopped and changed often – leaving audiences struggling to even remember them.

Dull is Expensive

Perhaps a stat that will raise a few stress levels, campaigns that made people feel neutral – not good or bad, earned 40% less than even the most boring campaigns.

In other words, playing it safe is expensive. Creativity that entertains and surprises isn’t just a nice to have – it’s a necessity.

So, What’ve We Learnt?

The message is loud and clear. Creativity isn’t risky, it’s reassuring. Campaigns that are emotional, entertaining, well-branded and consistent don’t just work – they pay for themselves times over.

And it’s something we’re familiar with.

Want to see how creativity can make a difference to your brand? Refinery’s award-winning campaigns have helped brands turn emotional storytelling into real growth. Get in touch with us today.