TrinityP3 releases analysis on where global advertisers can find the best creative value

CB Exclusive – While marketers, their agencies and the industry congregate on the Cote d’Azur to celebrate the best creative advertising in the world, TrinityP3 Marketing Management Consultants wondered if the conversations over a glass of chilled rose turned to where a global marketer could find the best value creative in the world?

Says Darren Woolley, global CEO, TrinityP3 Marketing Management Consultants: “While many in the industry think of New York and London as the natural home of creativity, increasingly cities such as Amsterdam, Sao Paulo and Auckland are recognised as creative hot spots. The question for us was how do Global Advertisers find not just the best creativity in the world, but the best value creative?”

Using the Gunn Report, a well-known and respected measure of global creativity based on Creative Award success, TrinityP3 has used its Global Agency Fees database, Ad Cost Checker to analyse the value of creativity per dollar.

Compared to the Gunn Report rankings, the big difference in the rankings based on creative value is the USA drops from first position being replaced by Argentina and India rockets into the top 5, displacing Australia, which due to high creative costs drops from number 3 down to number 8.

Says Woolley: “We were concerned that the larger markets have an unfair advantage and so we looked at adjusting the ranking based on media market size as these markets will have increased creative opportunities and the resources to enter the various international creative awards that contribute to the Gunn Report.”

Using the 2015 Global Media Spend by market sourced from WARC the rankings were adjusted to not only reflect dollar value but market scale, placing Argentina at the top of the table and bringing New Zealand, UAE, Thailand and Mexico into the top 5, displacing USA, UK, Australia and Brazil from the top five.

In an increasing ‘Global Village’ this analysis challenges the conventional wisdom that the best source of creativity are found in the western markets. But, in actual fact the best Creative Value can be found in many markets, not just the largest markets. This is well worth considering when sourcing creativity globally.

The full analysis and methodology is available by downloading the TrinityP3 White Paper

“Identifying Creative Value for Global Advertisers” available here.