Creativity & Effectiveness

Developing creative best practice for long-

term growth in a multi-platform world
Orlando Wood
 43

30

23
13 20

10

1 year 2 years 3 years

 Intensity Score measured 1.70
on a scale from 0 to +3
8 --
Contempt Disgust Anger Fear
8 --
8 --
8 -
8 --
20
-

30 ++
Sadness Neutral Happiness Surprise

10 +
•
•
•
•
•
•
•
•
60

50

40

30

20

10

0
60

50

40

30

20

10

0
60

50

40

30

20

10

0
45

40

35

30

25

20

15

10

0
1992 1997 2002 2007 2012
45 100

40 90

35 80
70
30
60
25
50
20
40
15
30
10 20
5 10
0 0
1992 1997 2002 2007 2012
60

50

40
= +12 % points of SOV
30

20

10

0
£7,000,000 £7,000,000

£6,000,000 £6,000,000

£5,000,000 £5,000,000

£4,000,000 £4,000,000

£3,000,000 £3,000,000

£2,000,000 £2,000,000

£1,000,000 £1,000,000

£0 £0
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise

Start 1-2s 3-4s 5-6s 7-8s 9-10s 11-12s 13-14s 15-16s 17-18s 19-20s 21-22s 23-24s 25-26s 27-28s 29-30s

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
0 1 2 3 4
Time (s)
(Effective Reach)