Can we prove creativity is effective?

All creatives are searching for a way to demonstrate that their work has a concrete business value. But does such a measurement really exist?

Here we are, thousands of years into the history of advertising, and we still can’t quite agree on how to measure excellence.

We can definitely leave awards to one side. The opinion of ten people in a room (or these days on a Zoom screen) is far too capricious, subjective, and lacking in context to be of any real value.

How can people from the other side of the world judge an ad they’ve never seen in its natural habitat? They have to rely on a case study video made by the people responsible for the ad. Could anything be less trustworthy? It’s an ad for an ad.

So it must surely be effectiveness. But how do we measure that when we have no idea which piece of communication led to the sale?