The business case for creative bravery

Heading up to the biggest advertising festival this coming June, Cannes has just launched a Beta product called The Business Case for Creative Bravery, a forum to promote the notion that award winning work is strongly related to business effectiveness. Not unlike our very own in spirit.

The business case can be summarized in 4 points:

  1. World-leading senior advertisers are committing to creative bravery.
  2. Award-winning brave creative work drives increased ROI.
  3. Award-winning brave creative work is proven to drive share price performance.
  4. The relationship between award-winning brave creative work and market share growth is increasing significantly.

Someone smarter than me will be able to point out that winning awards is not ‘the cause’ of better performance but statistics prove a strong correlation.

Watch 3 key global advertisers making the same point: Jonathan Mildenhall of Coca Cola, Marc Pritchard of P&G and Andy Fennell of Diageo, all with their own words state the same.

Last by not least, another long read. Worth sharing with clients.

Regional Executive Creative Director, Geometry Global Asia Pacific