A New Study Reveals that Brands Sticking to Creative Consistency Are Cashing In on Bigger Profits, Stronger Reputations, and Market Dominance
According to a groundbreaking report from the United Kingdom’s System1 and the Institute of Practitioners in Advertising (IPA), brands that nail creative consistency aren’t just producing higher-quality ads—they’re dominating the market, too.
This “first-of-its-kind” study shows that sticking to the same creative narrative boosts both brand and business, offering a huge advantage to companies that make consistency their mantra.
Creative Consistency: The Ultimate Brand Power Move
The report, powered by IPA’s Effectiveness Databank, reveals that brands that switch creative agencies too frequently end up paying the price—literally.
Inconsistent creative not only leads to lower-quality ads, but also forces brands to spend more to see the same results that consistent brands achieve with far less effort.
A Compound Effect Worth Billions
The study is no small feat—examining over 4,000 ads from 56 brands across 44 categories, with a combined ad spend of £3.3 billion over five years.
The key takeaway?
Creative consistency leads to higher-quality advertising year after year, creating a compound effect that bolsters brand equity, fame, and profitability.
“Brands that invest in consistency win big in fame, profit, and market share,” says Andrew Tindall, System1’s SVP of Global Partnerships.
He also shares a practical approach: maintaining long-term relationships with creative agencies, using distinctive assets across multi-year campaigns, and allowing ads to wear in with consumers.
The Cost of Inconsistency
The report paints a cautionary tale for brands that frequently jump ship to new creative agencies.
Constant change may sound like a fresh idea, but it comes at the expense of creative quality—and in the long run, costs a fortune.
Brands with consistent creative messaging, on the other hand, see their ads improve in quality, build recognition faster, and foster deeper connections with consumers.
Pretty Nimoh, IPA Databank Project Lead, sums it up: “Agencies and brands can now confidently invest in consistent brand positioning and creative styles, knowing it compounds the success of their campaigns.”
Key Takeaways for Marketers
Stick to your creative guns: Switching up agencies or drastically changing creative styles could cost you more in the long run.
Play the long game: Creative consistency across campaigns can build a snowball effect, amplifying brand power and market share over time.
Trust the process: Letting ads “wear in” with consumers over time can create stronger emotional connections that deliver bigger payoffs.
As you stand at this crossroads, ask yourself: Are you ready to unlock the true potential of your brand?
The choice is clear—consistency isn’t just a virtue, it’s your ticket to the marketing hall of fame.
In a world of constant change, sometimes the boldest move is to stay the course.
So, are you ready to make history, or are you content with being a footnote in someone else’s success story?
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