Are the most creative campaigns also the most effective? The fifth edition of “The health of creativity”, the analysis that Warc carries out based on its rankings, once again studies the relationship between both variables and concludes that, as creativity increases, so does effectiveness.
The data that summarizes this relationship is that 45% of the ideas highly awarded for their creativity have also received awards for their effectiveness. If the analysis is extended to all the ideas that have obtained some creative recognition, the percentage stands at 21%.
Warc points out that achieving creative and efficiency awards simultaneously is unusual, given the small number of works that are recognized in either discipline. Also, remember that effectiveness awards require demonstrating results through data and measurement systems to which not all brands have access.
To identify the works that manage to stand out in both areas, Warc has examined 167 ideas considered best of the bestthat is, highly creative and highly effective, which have appeared in both the Warc Creative 100 and the Effective 100 over a period of eleven years. From this analysis, draw eight conclusions about creativity and effectiveness.
1. Television loses weight as the main channel
Television continues to have an important presence in the most creative and effective campaigns, but fewer and fewer ideas use it as the main channel. In 2025, 25% of the best jobs were led by television, up from 44% in 2018.
The data does not indicate that another specific channel is taking the place left by television
Warc highlights its ability to reach large audiences and use emotion and storytelling to fix marketing messages in memory. However, the data does not indicate that another specific channel is taking the place left by television: the role is being distributed among a broader mix of media. Television is present in 88% of the highly creative and effective ideas, compared to 49% of all cases. Social networks stand out as support channels, used by 74% of the best jobs; online video, by 53%; the online display, by 38%; and own media, for 30%.
2. The best ideas seek to build a brand
Brand construction constitutes the main objective of the analyzed works. 85% of the campaigns aim to brand building.
Warc relates this orientation to the ability of strong brands to drive growth and sustain premium prices through continued investment in brand equity. To do this, it points out the importance of consistently maintaining the brand promise in aspects such as the product, advertising and pricing strategy.
3. The best ideas draw on social issues, alliances and emotion
Campaigns that combine high levels of creativity and effectiveness present differences in the strategies they use. 49% turn to social justice issues, including areas such as corporate social responsibility, advocacy or brand activism. Added to this are customer experience, used by 42%, and strategic alliances, present in 40% of the best jobs.
According to Warc, the data suggests that these ideas go beyond conventional consumer-focused tactics to address broader social issues and engage with broader audiences.
4. The best ideas drive sales and get customers
Award-winning creativity is also reflected in commercial results. 61% of the best ideas generate a measurable impact on sales and almost half have an impact on market penetration.
ROI and revenue also appear significantly higher among award-winning works. Added to these is behavior change, which Warc identifies as a particularly distinctive metric of the campaigns with the best results. The analysis thus points to ideas that simultaneously seek to build a brand, influence behavior and generate commercial impact.
5. The best ideas measure PR value
Among the metrics used by the most creative and effective campaigns, the value of public relations stands out especially, measured by 70% of these works compared to 27% of all cases.
For Warc, this difference highlights the importance that notoriety acquires in this type of campaigns. The best ideas also show greater use of other qualitative metrics, such as social conversation, brand health, and searches.
6. The best ideas last longer
Continuity also differentiates works that simultaneously stand out for creativity and effectiveness. 37% of award-winning campaigns remain active for a year or more, compared to 15% of usual cases.
Warc relates this data to research that suggests that highly creative campaigns can build an emotional connection capable of generating a lasting impact, while less creative works tend to concentrate their results in the short term.
20% of the 167 most creative and effective ideas come from the retail sector
7. Creative effectiveness stands out especially in retail
20% of the 167 most creative and effective ideas come from the retail sector, despite the fact that this category represents only 13% of the set of cases analyzed. Food follows, with 10%, while technology and electronics, hygiene and cosmetics and financial services represent 8% each.
The rate of transition from highly creative ideas to effectiveness reaches 54% in hygiene and cosmetics, 63% in telecommunications and utilities, 50% in automotive and 62% in financial services.
8. Successful ideas present greater creative commitment
The last learning is related to what Warc calls “creative commitment” or creative commitment. This is a measure that combines the budget allocated to media, the duration of the campaign and the number of channels used.
The data shows a close correlation between this engagement and effectiveness: as creative engagement increases, so do effectiveness and outcomes such as sales, brand building, market share, and profits.
Warc believes that this relationship demonstrates the importance of accompanying creative excellence with a framework aimed at commercial effectiveness. That is, the results do not depend only on having a good idea, but also on the resources, time and distribution it receives.
The study has been prepared based on ideas recognized in competitions monitored by the Warc Rankings between 2015 and 2025. Warc understands by “idea” the general creative concept, which can encompass different campaigns or executions, and considers highly creative or effective those works that, or some of its components, have entered its rankings thanks to the recognition obtained in different competitions.
