Measuring Creative

I attended some event in which a group of Wieden+Kennedy dudes talked about a survey they’d done to prove the value of their creative. So they asked a bunch of media buyers and marketing folks what they thought NIKE’s annual media spend was. The average guess was ridiculously higher than it actually was. To translate: advertising experts believed NIKE was spending about twice as much as they actually were because the ads were so memorable and fantastic.

The point is that creative executions which are daring and evocative can work twice as hard as mediocre executions for the same price. Throw that little anecdote into your next pitch. Tell ‘em you read it on the Internet…

Anyway, it’s also a great excuse to link you to this non-NIKE commercial, which is %&#@$%&ing hilarious. (Thanks, Ben.)