Podcast - Compound creativity: the power of consistency with System1
Published on 22nd January 2025As the saying goes, ‘the only constant in life is change’, but research from System1 and the IPA show that consistency is key when it comes to effective advertising.
As we enter a new age of effectiveness, it’s never been more important to understand the impact and benefits of compound creativity, and the risks and costs of inconsistent creative and short-term agency relationships.
In this episode, Ellis Bird is joined by Andrew Tindall, SVP Global Partnerships at System1, and Jamie Peate, Global Head of Effectiveness and Retail at McCann Worldgroup, to uncover the real impact of consistency and the risks (and cost) of inconsistent creative and short ad lifespans. They will explore the latest research and share real examples of some of the most impactful and consistent work.
What we cover in the episode
- What is compound creativity?
- The power of fame
- Moving on without moving off – achieving creative consistency
- Why Kevin the Carrot became the nation’s favourite Christmas ad of all time
- The importance of craft Andrew’s ‘Marketer of the year’
- The impact of social media on defining success
- The role of intuition and data
https://open.spotify.com/episode/1a1enjbe2JgH74EFCdSbx3?si=_mNXFCxaRdSZdQL-rdQE-g
