{"id":3392,"date":"2025-06-20T12:51:00","date_gmt":"2025-06-20T11:51:00","guid":{"rendered":"https:\/\/blogg.notabene.se\/?p=3392"},"modified":"2026-05-10T16:06:34","modified_gmt":"2026-05-10T15:06:34","slug":"cannes-lions-2025-why-compound-creativity-delivers-stronger-effects","status":"publish","type":"post","link":"https:\/\/blogg.notabene.se\/?p=3392","title":{"rendered":"Cannes Lions 2025: Why Compound Creativity Delivers Stronger Effects"},"content":{"rendered":"\n

The best marketers have always known that continuity matters. But how much does it really matter?
A large-scale analysis presented at Cannes Lions suggests the answer is: more than most people think.<\/strong><\/p>\n\n\n\n

The best strategists, creatives and marketers have always known that continuity is central to building strong brands.<\/p>\n\n\n\n

For Cannes Lions, an analysis of more than 150 brands over a five-year period was conducted. The study draws on IPA\u2019s Effectiveness Databank as well as System1\u2019s measurements. The results have been presented as a kind of \u201chandbook of continuity for marketers\u201d.<\/p>\n\n\n\n

Andrew Tindall<\/strong> (System1), Les Binet<\/strong> and Sarah Carter<\/strong> (both from adam&eveDDB) have all contributed to this work, and spoke at Cannes Lions about the power of compound creativity.<\/p>\n\n\n\n

Andrew Tindall opened with a film asking questions such as: Why has Apple maintained the same positioning and minimalist design for more than 50 years? Why have Coca-Cola and M&M\u2019s kept running<\/strong> the same Christmas ads for decades? Why do we never tire of them?<\/p>\n\n\n\n

Other examples included Nike, which has urged us to \u201cJust do it\u201d for 35 years, and PG Tips, with its long-running investment in brand characters. He also pointed to Amazon\u2019s global teams, tasked with ensuring absolute consistency across markets \u2013 and wondered why Guinness has never replaced AMV BBDO.<\/p>\n\n\n\n

So yes, this is about continuity. And he outlined three ways in which brands can work consistently.<\/p>\n\n\n\n

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1. Creative foundations<\/strong><\/h3>\n\n\n\n

Here, the focus is on developing the core creative idea as far as possible.<\/p>\n\n\n\n

Brands built on strong creative foundations achieve greater mental availability, which in turn drives significant brand effects \u2013 awareness, differentiation, brand image, perceived quality and trust.<\/p>\n\n\n\n

It also delivers strong business results.<\/p>\n\n\n\n

\u201cThe key is mental availability,\u201d Tindall emphasised. \u201cIt is much easier to refresh a memory than to create a new one.\u201d<\/p>\n\n\n\n

He also pointed to a clear relationship between agency tenure and effectiveness. The longer a brand works with the same agency over time, the better the results \u2013 both for the brand and for profitability.<\/p>\n\n\n\n

Interestingly, the opposite appeared to be true for CMOs. The longer a CMO stays with a brand, the weaker the results tend to be \u2013 something Tindall could not fully explain.<\/p>\n\n\n\n

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2. Continuity as a culture<\/strong><\/h3>\n\n\n\n

This involves embedding the creative expression over time. It doesn\u2019t wear out \u2013 but it often needs to be worn in.<\/p>\n\n\n\n

It also means consistency across channels, commitment to the core idea, and the reuse of creative assets and distinctive brand cues.<\/p>\n\n\n\n

\u201cWe found that brands with a strong culture of consistency deliver higher brand and business effects in the IPA databank,\u201d said Tindall. \u201cAdvertising doesn\u2019t work as well in isolation. When it runs across more platforms, over longer periods, and is entertaining, it is more likely to be seen and remembered.\u201d<\/p>\n\n\n\n

In fact, brands with high consistency are six times more likely to achieve exceptional profit growth<\/strong>.<\/p>\n\n\n\n

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3. Consistent creative execution<\/strong><\/h3>\n\n\n\n

This includes consistent use of:<\/p>\n\n\n\n