THE PHILIPPINES, NOVEMBER 11, 2011: Creativity and effectiveness go hand in hand. This is not just an opinion – it is already proven by fact and solid research.
James Hurman, head of Planning at Colenso BBDO in Auckland, New Zealand, showed three case studies and several research findings that, indeed, creative ads sell more products than any other. “I haven’t seen any research that says otherwise,” said Hurman to his audience at Opus, Resorts World Manila.
Hurman is currently in the country to judge the Araw Awards, the country’s most prestigious awards show.
“It’s my job to really make sure that the work we are doing is the kind of work that changes behavior and that drives strong results for our client,” shared Hurman. What does that job, he said, is the perfect balance of a sound strategy and creative brilliance.
To support his statements, Hurman showed research results, including one from McKinsey & Company from2006: “The more creative a campaign, the higher the likelihood that the featured product will sell. Other things being equal, creativity is an advertiser’s best bet.”
Hurman also proved his point by showing Levi’s Rear View Girls, DB Export Gold Beer, and Westpac New Zealand Instant Saver, all of which generated public buzz and business results for Colenso BBDO and its clients.
Cannes Advertisers of the Year from 2000 to 2008 also showed a marked 41% share and price growth, proving that creative ads get rewarded not only with trophies but also with solid market performance.
“People don’t read ads. They read things that interest them. Sometimes, that happens to be an ad,” said Hurman, quoting advertising innovator Howard Gossage. Hurman then closed his talk using a quote from a most unusual source: St. Francis of Assisi. “‘Preach the gospel. Use words if necessary.’ And that I guess is the most important thing – actions really speak louder than words.”
