SXSW Sydney: Giving marketers ‘proof they need’ to invest in brands

WPP has used SXSW Sydney to launch its Creative Capital Index, a new offering that assesses the value of creativity.

The index will combine creativity with influence, to demonstrate how brands with high creative capital scores outperform others regarding financial performance, stock market returns and consumer advocacy.

It aims to offer a solution at a time when businesses are looking at new creative ways to increase revenue.

Developed by BAV, the holding company’s global strategic consultancy, the index shows that brands with high levels deliver double the financial return of the average brand over a five-year period.

According to BAV, brands with higher creative capital provide higher consumer advocacy, brand love and pricing power, also.

Katie Rigg-Smith, WPP chief strategy officer for AU and NZ, said: “The WPP Creative Capital Index provides our teams with data-driven instruments and tools they can harness to make more informed insights about their client’s brand, delivering superior strategic output.

“In doing so, we enable our clients’ brands via their creativity investments to outperform the Australian marketplace on financial metrics.”

BAV’s chief product officer, Michael Sussman, PhD, added: “The WPP Creative Capital Index proves that creativity is the top driver of income growth, outpacing brand fundamentals including trust, innovation, purpose and status.

“Creative brands drive incrementally greater consumer interest, positive attitudes, and proactive and engaging consumer behaviour,” he continued. “The WPP Creative Capital Index ensures marketers across the globe now have the proof they need to invest in their brands – and even more so during periods of economic uncertainty.”


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