The best results in marketing come when strategy and creativity work hand in hand.
I’m sharing three key creative factors, backed by the latest research, that can help any business – large or small – make their marketing spend work harder and achieve stronger outcomes.
I want to share the most important takeaways from my years of experience, as well as the latest developments in the industry, so you can apply them to your business, small or large.
Today, we are focusing on marketing campaigns and creative work, and the key three things that can make them go further than the money spent and perform better than most.
What do we mean by creative work?
At its heart, creative work is simply how your business shows up in front of people.
The messages, designs and ideas your customers see from you every day. The words on your website, the posts you share on social media, the design of your leaflets.
This is all creative work. It is the part of your marketing people usually notice first.
And when it’s done well, it helps you build trust and bring in business.
What makes creative work work?
A recent study looked at more than 1,200 campaigns and 200,000 audience responses to try and answer one simple question: what actually makes creative advertising deliver results?
The findings? Creativity still matters, and not just in a vague, intangible way. Done well, it can multiply profit by up to 12 times! The study also gives a clearer idea of what “done well” actually looks like, thanks to the data.
So, let’s break it down.
Factor one: Emotion
We all know emotion helps ads cut through. But the research shows just how essential it is.
The study mapped audience reactions moment by moment and found that whether it’s joy, tension, pride or even discomfort, campaigns that stir a genuine feeling deliver better business outcomes. It isn’t about being sentimental for the sake of it, what matters is that something is felt.
Small businesses in Cumbria can sometimes shy away from this, thinking emotion is something only big brands with big budgets on the telly can afford.
But you can build it in with simple touches. Share the story of a team member’s achievement and how proud their family must be.
Post a genuine behind-the-scenes moment that shows the real side of running your business.
It is those human touches that help your audience feel connected, like you are all in it together.
Top tip: next time you review creative, ask yourself what will the audience feel? Even a small emotional beat can make the difference between being noticed and being ignored.
Factor two: Fluency (ie do they know it’s you?)
You can create the most moving advert in the world, but if people don’t know who it’s from, the value is lost.
Fluency is about recognition. Making it obvious that the work is yours. The study found that seven brand cues in a 30-second ad is the sweet spot. That could be a logo, a colour, a character, a jingle, a strapline – all things that link the creative back to you.
Top tip: use your brand signals more often than you think you need to. Repetition is what makes them stick.
Factor three: Time
The final piece is simple: give your creative time to do its job.
The data shows that campaigns which are emotional, fluent and consistent over a longer period massively outperform those that chop and change. That doesn’t mean never updating anything. It just means sticking with strong ideas and letting them settle into people’s memory.
This is a big one. Many business owners and marketers in Cumbria get bored of their own brand. But consistency is key. You might feel like you have seen your logo, colours and messages a hundred times, but your audience is only catching a glimpse as they scroll. What feels repetitive to you often feels familiar and reassuring to them!
Top tip: resist the urge to reinvent the wheel every few months. Consistency builds effectiveness.
Why this matters for businesses in Cumbria
Creative quality is the single biggest driver of advertising effectiveness after brand size. In plain English: the creative is where a lot of your return comes from. It’s especially important for our businesses in Cumbria.
The good news is that these three factors – emotion, fluency and time – aren’t reserved for big brands with big budgets. With a clear strategy, a consistent identity and thoughtful design, any business can use them to improve results.
About Dan McAulay
Dan McAulay is the founder of Twenty Twenty Studio in Carlisle. He works with businesses across Cumbria on brand strategy, creative campaigns and marketing support.
With more than 12 years’ experience in the industry, he has supported start-ups taking their first steps, family businesses looking to grow, and established firms shaping long-term brand strategy.
