For a long time, creativity was marketing’s leap of faith, a seemingly intangible quality executives instinctively valued but struggled to measure. But as boards demand harder evidence of return on investment, a growing body of research suggests creativity isn’t simply good for brands, it’s good for business.
Recent research conducted by Interbrand, in partnership with LIONS (owner of Cannes Lions International Festival of Creativity) analyzed five years of performance data from 50 publicly traded companies that consistently ranked among Cannes Lions’ most awarded businesses. The study found that creativity has a significant impact, with companies seeing a 2.7% increase in profitability and a 4.7% rise in market capitalization in the year following the award.
