So, you want to get an extra 10% out of your creative. You’ve got your social media team doing their thing, your email folk cracking on with newsletters and your telly ad is looking mint. But if they’re all shouting different things, you’re not getting your money’s worth. It’s like having a full-time job where everyone’s working separate shifts, it’s a chaotic mess.
The secret is all down to a bit of brilliant creative. It’s the glue, the main event, the thing that makes all those bits and bobs pull together in the same direction. And when they do, you’re looking at a serious boost to your revenue. We’re talking about giving your marketing budget a steroid injection.
The idea that’s got legs (and runs a marathon)
Too many campaigns are like a dodgy firework: a quick fizz, a bang, and then nothing. This is a waste of money and a missed opportunity to develop an idea that’s got the backbone to cross all channels and last longer than a rainy bank holiday weekend.
A truly cracking creative idea is channel-agnostic. It doesn’t care if it’s on a billboard, a TikTok video, or an email banner; it just works. It gives your brand a unified voice, so whether a customer sees you on Instagram or hears you on the radio, they know instantly it’s you. It builds what the clever clogs call “brand memory structures,” which basically means people remember you when it’s time to buy.
A cracking example would be the “Share a Coke” by Coca-Cola.
This campaign is one of the most successful examples of a truly channel-agnostic, enduring creative idea that built massive brand memory structures.
Using the Coca-Cola product as a vehicle for personal connection and self-expression, the iconic logo on bottles and cans was replaced with common names and phrases like “Share a Coke with Sarah” or “Share a Coke with a Friend.”
It worked across all channels Product/In-Store, TV & Print, Social Media (UGC), Out-of-Home (OOH), Digital/Website. It really ran that marathon.
Why is this a big deal? Because consistency pays. According to the IPA and system 1 campaigns which had creative consistency were 6x more profitable than companies who didn’t have a culture of consistency with their creative. That 10% we spoke about at the start isn’t just a number plucked out of thin air, it’s hard graft paying off. When your creative is consistent, every single touchpoint works harder.
The power of originality
Let’s be honest, scrolling through the internet is mostly a chore these days. Endless ads, boring copy, same old stuff.
But a proper good piece of creative? That’s what people actually want to see. It’s fun, it’s engaging, and it stands out like a peacock at an Emu party. Creative advertising uses original ideas and clever storytelling to capture attention and, crucially, elicit an emotional response. When you make someone feel something, a chuckle, a surprise, a bit of nostalgia and they don’t just notice your ad, they remember your brand. The more original, innovative, and new your creative is, the more likely folk are to engage, share it, and ultimately see your brand. Creative isn’t just a nice-to-have; it’s the engine room of engagement.
Stop being scared (we need bolder briefs)
Right, now this one’s on you lot, the clients. We can have the best, most talented creative teams in the world, but if you give us a brief that’s duller than a wet Monday morning, you’re going to get dull work back. Simple as that.
We need briefs that are bolder and braver. We need you to tell us the big, scary problem you need to solve, not the perfectly safe, beige solution you think you want. The most successful campaigns in history; the ones that become part of the culture, not just a line in a spreadsheet.
When the brief is strong, clear, and ambitious, it gives us the runway to develop those “big ideas” that can genuinely live across all your channels for years. It allows us to create the kind of work that doesn’t just sell a product, but builds a community and makes your brand stand for something bigger. If you’re willing to ask for a masterpiece, we’re ready to paint it. Stop asking for beige, and start asking for technicolour.
The takeaway is simple: Creativity is not a soft discipline; it is a hard commercial driver. When it is used to unify channels, elevate engagement, and is fuelled by ambitious strategic direction, it is guaranteed to deliver a substantial and demonstrable uplift to your marketing performance.
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