"We've created a new holistic view of creative consistency, showing how consistency compounds creativity to grow ad effects, brand strength, and ultimately business results."
Andrew Tindall
Author; SVP Global Partnerships, System1
Download the Research
A New Holistic View On Creative Consistency
After a year’s research, you can now download the first look at Compound Creativity with data from the IPA Effectiveness Databank. Including exclusive charts that we’ve not shared anywhere else.
By defining a new multi-year brand metric, the Creative Consistency Score (CCS), we’ve analysed 56 brands across digital and TV for 13 consistency features over five years. That includes 4000+ ads tested with System1’s Test Your Ad with over 600,000 respondents to understand how consistency impacts creative quality.
We’ve also matched the brands to YouGov brand data and the IPA’s effectiveness databank to understand how consistency impacts brand strength and what brand and business effects their campaigns create.
Compound Creativity is a new POV for marketers that shows:
The facets of creative consistency that matter are split into three distinct groups, showing that marketers need to focus on Consistent Creative Foundations, then a Culture of Consistency, before Consistent Execution.
Consistent brands make more effective advertising. Using System1’s Star Rating (an ad’s brand-building potential), we’ve shown that the most consistent brands create higher creative quality.
Advertising from inconsistent brands sees no average change in creative quality annually, whilst consistent brands achieve greater Star Ratings year-on-year. This creates a consistency gap that compounds the effects of creativity.
The powerful effects of keeping ads on air longer (creative wear in) and not changing your creative agency.
Campaigns from consistent brands create 27% more very large brand effects, as reported in the IPA Effectiveness Databank. This leads to consistent brands being more famous and popular in YouGov brand data.
Consistent brands report more very large business effectsin the IPA Effectiveness Databank. We even see them report double the very large profit gains.
We estimate inconsistency will cost just the brands in our study nearly £3.5bil over the next five years.
At the 2025 Cannes Lions International Festival of Creativity, System1 will debut global Compound Creativity research featuring 150+ brands over 5 years and 13 ways to stay consistent to dramatically grow business outcomes with advertising.
Complete the form to access the initial findings and be among the first to receive the latest insights.
Watch Andrew Tindall walk through the key findings from our report, “The Magic of Compound Creativity” (download it for free below). Learn more about the new multi-year brand metric, the Creative Consistency Score (CCS), and what we can learn from the most consistent brands, thanks to insights from System1’s Test Your Ad Premium database and the IPA Effectiveness Databank.
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