Omnicom study finds marketing caution now carries highest risk as 88% back bold creative
OMC•Omnicom’s study found 88% of surveyed marketing leaders said bold creative drives impact, while conversion was 37% lower and long-term ROI 14% lower for dull content than for stronger creative.
1. Study findings
Omnicom’s “The Chaos Advantage” reviewed Cannes Lions and Effie winners and drew on a survey of 1,000 senior marketing leaders across North America, EMEA and APAC. The study said most organizations still produce mainly safe work, backlash rates were identical for safe and bold brands, and 42% of respondents saw competitors gain share during internal delays.
