Interesting analysis via Effie Worldwide on a study of 6000 marketing campaigns:
Finally, we graded every winning submission from the past 50 years on bravery. Very conservative campaigns were given a score of 1, while very risky campaigns that put everything on the line were given a 5. The results were fascinating: It turns out that brands and agencies are better off being conservative than a little bit brave. Campaigns with a score of 1 did pretty well; the 2s performed the least well, with the 3s and 4s faring only slightly better. But the 5’s were off the charts. The truth is, if you want to create effective work, your safest bet is to take the biggest risk.
Traci Alford
Fascinating.
