Last week, I read the following quote in an Ipsos report on trends to watch in 2011:
With the evolution of touchpoints, it is important to recognize the increasing importance of great creative ideas which can work across the integrated campaign. We observe in our ASI databases that ‘creative’ explains 75+% of the variance in campaign success. And owing to the role of on-line social networks, great creative ideas can drive strong viral consumer activity. We observe that often word-of-mouth (word-of-mouse) can outperform paid media within the touchpoint mix. Excellent creative is one of the (several different) drivers of WoM.
In simpler terms, the report is saying that with the advent of more-and-more media channels (traditional stuff like billboards magazine and TV ads and now online ads, viral videos, social media, etc…), the one thing that ensures success, no matter what the medium, is great creative.
Good ideas executed with excellence...where have I heard that before :)
