Creative consistency is key to building stronger brands, according to new research from System1, the Creative Effectiveness Platform, with data from the IPA’s Effectiveness Databank. Compound Creativity, a first-of-its-kind study, analysed brands across channels for 13 new creative consistency features, looking at 4,000+ ads from 56 brands across 44 categories, spanning 5 years and representing £3.3 billion in TV ad spend. The study showcases that a new brand metric measured over multiple years, Creative Consistency Score (CCS), is linked to creative quality, brand strength, and brand and business effects. These…
Read MoreHow creative consistency strengthens brands and business effects – New report based on data from the IPA Effectiveness Databank and System
