The WPP Creative Capital Index, a tool for brands to assess the value of creativity to deliver growth, was launched in Sydney today.
The index, built by WPP's brand analytics platform BAV, combines influence and creativity scores and demonstrates how brands with high creative capital outperform others on financial performance, stock market returns and consumer advocacy.
“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," says Katie Rigg-Smith, WPP’s chief strategy officer for Australia and New Zealand.
Michael Sussman, chief product officer of BAV, says the 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," says Sussman.
The algorithms and methodology for the proprietary metrics driving the index are based on survey research of a globally representative sample of consumers who rate brands in their local market on key image, equity and advocacy metrics from reputation to innovation to popularity.
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