Creativity is often celebrated as the fuel of effective advertising, but it has a problem. It is an enigma of artistic work, with a range of definitions, wrapped in uncertainty, which often collides with marketers’ needs for stable returns from their advertising investments.
In this new book by Ipsos' Adam Sheridan, MISFITS aims to move beyond this impasse by proposing a paradox. That embracing the uncertainty of creativity when producing advertising is the most certain way to achieve strong business returns in the short and longer-term.
The publication outlines key findings from an Ipsos meta-analysis of thousands of ads, identifying the presence of creativity in advertising experiences and how they relate to end brand effects, framed in the misfits of the world, to understand how thinking differently and not fitting in can lead to more effective outcomes. With these data fueled observations and references to popular culture, MISFITS reveals what creativity really means in advertising and the role it plays in delivering end business effects.
We’re excited to be presenting at this year’s Advertising Week. Our panel discussion moderated by Ipsos’ Janelle James, will focus on our important research with SeeHer’s GEM® (Gender Equality Measure™) to illustrate how variables (from roles to settings) can be applied in advertising to ensure portrayals resonate with consumers and result in sales lift.