Best Practice Report

The Cost Of Losing Creativity

The ROI Model For Agency Creativity

June 17th, 2019
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
With contributors:
Keith Johnston , Jon Erickson , Joanna O'Connell , Nick Monroe , Alex Sobchuk , Rachel Birrell

Summary

The CMO's go-to playbook for growth has run its course. Customer experiences are stagnant; digital sameness has taken hold; tech spend is skyrocketing; and cost reductions have cut to the quick. Where should CMOs turn to grow their brands? Our research shows that investing in creativity will help firms achieve higher returns over a six-year period. It's time to differentiate and move on from faltering brand experiences with agency creativity.

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