Opinions

Turns out, boring ads are costing businesses heavily – we’re talking millions of pounds wasted, simply because advertisers don’t put effort into creative thinking when it comes to their ads. While it appears that many still believe performance marketing is the only way forward, unfortunately it still seems to be synonymous with dull ads, and brand-building campaigns are flying the creative flag.

There is a step change coming within the industry! The new wave of advertisers are demanding more from their agency compensation models. In fact, ‘56% say they anticipate deliverable or output-based fees will increase over the next three years. Yet, such a model remains in its relative infancy within media, with just 9% of advertisers currently using it’.

A thriving creative environment is a challenge when you have a laser focus on driving down costs. It breeds a culture of fear that prioritises efficiencies over ideas. Creativity should be championed, letting it shape every level of the business.