Only 21% of creatively awarded campaigns actually drive business results. But when ideas reach the very top of creative excellence, effectiveness doubles to 44%. So what separates the winners from the rest?

This week, Elena and Rob are joined by Chief Creative Officer Steve Babcock to discuss what makes creative truly effective in 2026. They explore why most award-winning work fails to drive growth, the danger of over-personalization, and why fewer ideas executed longer beats constant reinvention. Plus, hear Steve's contrarian take on creative awards, the role of AI in advertising, and why durability matters more than novelty.

Topics covered: 

• [01:00] Why only 21% of award-winning creative is effective
• [09:00] Durability beats novelty in creative effectiveness
• [15:00] Over-personalization is hurting creative campaigns
• [21:00] Balancing emotional and rational messaging
• [24:00] AI's role in creative work and the "human leap"
• [32:00] Steve's advice: commit to fewer ideas for longer 

 





To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. 
 

Resources:  
2025 WARC Article: https://ethicalmarketingnews.com/highly-awarded-creative-ideas-are-significantly-more-effective-new-warc-research-reveals
 

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