Live from Cannes Lions: Daniel Bonner on what the data really says about creative excellence
June 22, 2016
It’s the Cannes Lions presentation that’s set social media alight: the unique, definitive, data-driven view of what it takes to produce great creative work.
Applying data science techniques to more than 400,000 Cannes Lions submissions from more than 40,000 agencies over 15 years, Razorfish and Contagious revealed the patterns of teams, cultures and relationships that consistently deliver award-wining creative. The findings are both inspiring and challenging – and so I was thrilled that Razorfish’s Daniel Bonner made time to join me on the Sophisticated Marketer’s Podcast Live and share the story behind them.
If you’re a regular podcast listener, you’ll know that Daniel is a great guest: down to earth, funny – and one of the most insightful creative minds on the planet. His take on the code for creative excellence is essential listening: from the different elements of diversity that give birth to award-winning work to the need for clients and agencies to invest in long-term relationships during tough times. Perhaps most inspiring of all though, is the clear message the data sends that creative excellence is achievable by all: across any category or country, any size of agency and any level of spend.
Listen in to our 30-minute interview on the link below, and scroll down for the most important findings from this amazing piece of data analysis – the secrets of great creativity:
What the numbers show about great creativity:
Creative excellence doesn’t need big budgets
The data shows that there is zero correlation between media spend for campaigns and their win rate in landing Cannes Lions – saying that clients didn’t have the budget to do great creative work isn’t an excuse.
Client-agency relationships of 10 years or more have double the win rate
It may not require money, but great creativity rewards an investment of time, money and trust. Interestingly, the data shows that creative success hits a high in Year 2 of client-agency relationships but then drops again (the Sophomore Slump as the music business likes to call it). However, it’s those that push through this tough period that reap the real creative rewards.
Creative cultures are open and inclusive
Work that wins Cannes Lions credits 26% more team members than work that doesn’t – and far less of that credit is taken by director-level creative and managers.
Winning work has a 50% higher representation of supporting disciplines
Not just the traditional art directors and copywriters – but photographers, editors, the PR team and more. Modern creativity demands a diverse set of skills – and collaboration both internally and externally.
Want more insight into the secrets of great creativity? You can watch the full recording of the Razorfish and Contagious presentation on this link. And if you’d like more behind-the-scenes creative insight like this, make sure you subscribe to the Sophisticated Marketer’s Podcast series. We’re live from Cannes for the full week taping more great sessions with the likes of AOL’s Digital Prophet Shingy, Refinery29’s Billie Whitehouse and Scott Donaton of DigitasLBi
If you’re just discovering us, you can catch up on all the previous episodes here.