Observed Signal · Jul 13, 2026 · Research Publication · Source: The Drum · Impact: 3/5 · Sentiment: Positive
Consistency beats novelty: creative drives brand growth
Kantar, in partnership with Oxford Saïd Business School, presented findings from 'Creative Consequences' at Cannes showing that high-quality, consistent creativity is a major driver of long-term brand growth. Speakers from Kantar, Mars's Royal Canin and Oxford Saïd outlined a two-way relationship: great advertising strengthens brands, and strong brands enable better creative performance. The research warns that frequent agency changes often break creative momentum (only ~30% lead to improvement when changed) and cautions against using generative AI to scale low-quality content. Panelists emphasized that creativity accounts for roughly 70% of advertising effectiveness versus 30% for media buying, and recommended prioritizing creative consistency over chasing novelty.
Large-scale Kantar research linking creative quality and consistency to long-term brand growth is relevant to advertising strategy; findings (agency change impact, AI risks, creative vs media effectiveness) can influence agency relationships, creative investment and use of generative AI.
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Key Takeaways & Evidence Grounding
- Kantar and Oxford Saïd Business School conducted 'Creative Consequences', the largest analysis of Kantar's creative and brand equity datasets.
- Panelists at Cannes included Anja Spielmann (Royal Canin at Mars), Jane Ostler (Kantar) and Felipe Thomaz (Oxford Saïd Business School).
- Kantar's research identifies a two-way relationship: great advertising strengthens brands and strong brands unlock better creative performance.
- Kantar data indicates only about 30% of agency changes lead to eventual improvement in creative cohesion and performance.
- Panelists stated creativity drives about 70% of advertising effectiveness, while media buying drives about 30%.
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Creative Platforms Earn the Right to Return
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