Marketers are navigating a lot of changes, from a proliferation of channels, to the rise of AI, to changing consumer habits, but creativity remains a distinct advantage, according to System1’s Andrew Tindall.

In the latest episode of The Marketing Week Podcast, Niamh Carroll, senior reporter for effectiveness and growth, speaks to Andrew Tindall, chief growth officer at System1 about his new book, The Creative Dividend. The book, a collaboration between Effie Worldwide and System1, is designed as a practical guide for using advertising to drive growth in businesses, drawing on Effie data to inform the writing.

Even in what Tindall terms the “desolate wasteland” of modern marketing, creative effectiveness drives real business impact. Most effectiveness research that marketers lean on is around a decade old, he says, stating that this book aims to update it.

While the book centres on creativity, it is also important to define what creativity that drives business results actually looks like, he says. At its worst, people can see creativity as being akin to “uniqueness”, when actually, it is the tried and tested, repeatable creative ideas that often drive the most impact.

In this episode, we discuss the merits of distinctiveness and differentiation, how smaller brands can drive large impact with their advertising, and System1’s growth journey.

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