Creativity should not be up for debate. But it still is. Clients still ask: “How much creativity is too much?” “Will it drive ROI?” Spoiler: the data is in. Boring brands are paying the price. System1's new Creative Dividend Study analyzed 1,250+ campaigns from the Effie Worldwide database matched with emotional response data. The takeaway? Bold, entertaining ads don’t just break through—they make every marketing dollar work harder.
When examining campaign spend by size in each market, the most engaging ads also achieved the largest share of growth, making the media spend work the hardest.
They cost more money and provide less ROI.
It increases both ROI and profit
I love thinking about how creativity and profit can go hand in hand!
The creativity profit multiplier went from 10x in 2014 to 21x in 2025
I was very inspired by Kory Marchisotto from E.L.F. BEAUTY in a debate she had during the Cannes Lions International Festival of Creativity edition of the Uncensored CMO podcast with Scott Galloway Rory Sutherland Jon Evans, where she reminded everyone:
✅ Don’t shut down creativity with ROI talk.
✅ Prove the ROI after you try the bold thing.
✅ Take the shot. Do great work. Get more budget. Repeat.
At E.L.F. BEAUTY, Kory is building a culture that refuses to let fear get in the way of great creative. A place where “yes energy” fuels experimentation, bold moves, and ROI-backed risk-taking. The result?
💥 Innovation.
💥 Magnetic brand love.
💥 Work people want to work on.
If you haven’t listened to the conversation, I highly recommend it. You can listen to it here.
Mike Cessario didn’t just build a water brand—he built a movement. His bet? That humor, rebellion, and consistency would beat budgets every time. Liquid Death didn’t chase traditional media. They hacked attention. They entertained. And they kept it weird. The result? Obsession-level brand loyalty and a cult following.
Keep making bold moves.
Until next time,
💥 Anna
