South Africa, Jan. 28 -- Rather than debating whether creativity or media matters more, The Creative Dividend unpacks how the two must work together to maximise effectiveness. The research introduces two tools to help marketers defend investment, improve work, and make advertising a more dependable driver of business growth.

This research draws on Effie Insights, Effie's global database and content hub featuring effectiveness case studies, linking reported commercial outcomes to real campaigns across markets and categories, and System1's Test Your Ad Competitive Edge database. The analysis covers 1,265 campaigns (2007-2023) across the US, Europe, UK, and Ireland, representing $139bn in market share, matched to consumer responses from mor...