The power of creativity: How to use creative strategies to unlock business potential

Albert Einstein famously once said: “Creativity is intelligence having fun.” What he was saying was that original thinking often stems from playfulness, curiosity, and a willingness to explore new perspectives. But in a business context, creativity is more than just a spark of inspiration; it becomes a powerful tool for creating value. And when applied strategically, creativity can elevate your brand, amplify your message, and unlock significant commercial potential.  

And the impact isn't just theoretical – there’s hard evidence to show just how powerful creativity can be when used effectively, and that it can multiply your marketing efforts – by a whopping eleven times. According to IPA (Institute of Practitioners in Advert­ising) data – which contains three decades worth of successful advert­ising campaigns submitted for the IPA Effectiveness Award competition – research from over 1400 case studies showed that creatively awarded campaigns delivered an ROI 11x greater than non-creatively awarded campaigns. Equally, several studies on influencer marketing found that certain campaigns generated up to 11× the ROI of traditional digital tactics. So in essence, while two brands may invest the same amount in a marketing campaign, the one that embraces creativity can achieve results that are eleven times greater.” 

The crisis of creativity 

Despite its potential, argues Jerker, there is a growing crisis in creativity. Many brands have become infatuated with quick wins and controlled growth, leading to a homogenisation of ideas. This trend results in campaigns that look and feel the same, often relying on sequels and remakes rather than innovative concepts. The rise of ad blockers – nearly two billion downloaded worldwide – indicates that consumers are actively trying to avoid traditional advert­ising, which they often find disruptive and annoying. 

To break through this barrier, argues Ulla-Karin, brands must:  “Create content that does not resemble typical advert­isements and focus on producing engaging and shareable content that resonates with audiences. A great ad should feel like a great piece of content, something that people want to share rather than avoid.” 

Real-world examples  

Several successful campaigns illustrate the power of creativity. One notable example is a long-running campaign for Frazzles crisps, which used a comic strip format to engage consumers. The humour and creativity behind the campaign made it memorable and effective. 

Another example is Burger King's cheeky approach to advert­ising, where they cleverly highlighted the differences between their flame-grilled burgers and McDonald's fried options. By using unconventional tactics, such as showcasing the former home of a retired McDonald's executive on Airbnb, they generated significant media attention and engagement. 

These examples demonstrate that creativity can transform even mundane products into memorable experiences, driving engagement and sales. 

Driving business success 

Creativity is not just an asset for marketing; it is a fundamental driver of business success. By prioritising creative thinking and innovative approaches, brands can significantly enhance their effectiveness, leading to greater engagement, increased sales, and a stronger market presence. Jerker adds: “As we continue to explore the power of creativity, let us remember that it is the last legal unfair advantage in business. Embrace creativity, and watch your business thrive.”