LONDON (AdAge.com) -- Marketers are doing everything they can to keep costs down, including tactics such as charging agencies to pitch for their business, or -- as in the case of U.K. vacation company Thomas Cook -- demanding a signing-on fee from the winning agency.
But by putting all the emphasis on cost and procurement, are marketers reducing their chances of creating -- and supporting with media spending -- campaigns that really work and will drive business growth in the long term? A study carried out by the U.K.'s Institute of Practitioners in Advertising claims to prove a direct link between creativity and effectiveness that it's touting as a good argument for quality over cost.
The report from IPA, a trade organization representing agencies, examined 213 case studies of advertising over the last eight years, including campaigns by marketers such as Cadbury, Volkswagen, Budweiser, Honda, Audi and Orange. It claims to demonstrate objectively that creatively awarded campaigns are 11 times more effective than campaigns that do not win creative awards.