{"id":10010,"date":"2016-09-08T15:33:15","date_gmt":"2016-09-08T14:33:15","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=10010"},"modified":"2016-09-27T13:12:14","modified_gmt":"2016-09-27T12:12:14","slug":"lefficacite-de-la-creativite-reduite-de-moitie-en-quatre-ans","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/lefficacite-de-la-creativite-reduite-de-moitie-en-quatre-ans\/","title":{"rendered":"L\u2019efficacit\u00e9 de la cr\u00e9ativit\u00e9 r\u00e9duite de moiti\u00e9 en quatre ans"},"content":{"rendered":"<p>En \u00e0 peine quatre ans, l\u2019impact de la vision \u00e0 court terme en marketing et des investissements inf\u00e9rieurs en mati\u00e8re de cr\u00e9ativit\u00e9 ont r\u00e9duit de moiti\u00e9 le succ\u00e8s de celle-ci. C\u2019est ce qui ressort d\u2019une <a href=\"https:\/\/www.thinkbox.tv\/Creative\/Insight\/Creativity-and-effectiveness-with-Peter-Field\" target=\"_blank\">\u00e9tude effectu\u00e9e par Peter Field<\/a>, qui a combin\u00e9 la base de donn\u00e9es IPA de prix d\u2019efficacit\u00e9 avec le Gunn Report.<\/p>\n<p>Peter Field d\u00e9c\u00e8le cinq tendances\u00a0:<\/p>\n<p><strong><em>1. <span style=\"text-decoration: underline;\">Les budgets d\u00e9di\u00e9s \u00e0 la cr\u00e9ativit\u00e9 sont en fort recul<\/span><\/em><\/strong><\/p>\n<p>Le budget moyen de campagne a baiss\u00e9 et ce sont les campagnes qui remportaient des prix cr\u00e9atifs qui en p\u00e2tissent le plus.<\/p>\n<p><strong><em>2. <span style=\"text-decoration: underline;\">Le court terme mine l\u2019efficacit\u00e9<\/span><\/em><\/strong><\/p>\n<p>La base de donn\u00e9es IPA contient de plus en plus de campagnes ayant \u00e9t\u00e9 diffus\u00e9es pendant six mois ou moins. Leur nombre a m\u00eame quadrupl\u00e9 par rapport \u00e0 il y a dix ans. Du c\u00f4t\u00e9 des campagnes ayant d\u00e9croch\u00e9 des prix cr\u00e9atifs, le tableau est encore plus sombre\u00a0: la moiti\u00e9 environ sont des campagnes \u00e0 court terme.<\/p>\n<p><strong><em>3. <span style=\"text-decoration: underline;\">Le cross-channel n\u2019apporte pas de r\u00e9ponse \u00e0 la vision \u00e0 court terme<\/span><\/em><\/strong><\/p>\n<p>Les campagnes cr\u00e9atives men\u00e9es tant via des canaux analogiques que num\u00e9riques profitent aux r\u00e9sultats \u00e0 court terme. Il faut n\u00e9anmoins un certain temps avant qu\u2019elles n\u2019atteignent leur plein potentiel. Ici aussi, le long terme accro\u00eet l\u2019efficacit\u00e9.<\/p>\n<p><strong><em>4. <span style=\"text-decoration: underline;\">La notori\u00e9t\u00e9 est en recu<\/span>l<\/em><\/strong><\/p>\n<p>Les faibles budgets et le revirement vers le court terme ont eu un impact n\u00e9gatif sur le buzz autour des marques. Pour la premi\u00e8re fois en vingt ans, les effets de la notori\u00e9t\u00e9 de campagnes prim\u00e9es ont baiss\u00e9.<\/p>\n<p><strong><em>5. <span style=\"text-decoration: underline;\">La TV est toujours un moteur important de la r\u00e9ussite cr\u00e9ative<\/span><\/em><\/strong><\/p>\n<p>Au c\u0153ur des campagnes les plus efficaces se trouve encore toujours une id\u00e9e qui, sur le plan cr\u00e9atif, fonctionne en TV.<\/p>\n<p><strong>Le message aux annonceurs est clair\u00a0: investissez dans la cr\u00e9ativit\u00e9 et les campagnes \u00e0 long terme, et le ROI de vos annonces s\u2019en portera bien !<\/strong><\/p>\n<p>&nbsp;<\/p>\n<table class=\" alignleft\" style=\"border-color: #cf5611; background-color: #f5e4dc;\">\n<tbody>\n<tr>\n<td><em>Who is Peter Field ?<\/em><\/p>\n<p>Having graduated from Cambridge,\u00a0Peter Field\u00a0spent 15 years as an account planner during which time he authored two IPA Effectiveness Awards papers including a Gold for Hofmeister.<\/p>\n<p>For almost two decades he has pursued consultancy and training roles. He judged the Awards in 1998. He set up the IPA Effectiveness Awards Databank and he contributed a chapter to\u00a0<em>The Sage Handbook of Advertising<\/em>\u00a0that drew heavily on the data from it.<\/p>\n<p>Examining the Databank more closely with Les Binet later in 2007, he co-authored\u00a0<em>Marketing in the Era of Accountability <\/em>and in 2013, <a href=\"http:\/\/www.ipa.co.uk\/page\/the-long-and-the-short-of-it-publication#.Vio-B36rSCg\">The Long and the Short of It.<\/a><em>\u00a0<\/em>In 2008 he co-authored\u00a0<em>Brand Immortality<\/em>\u00a0with Hamish Pringle, which also draws on the same data.<\/p>\n<p>In 2010 he authored\u00a0<em>The Link between Creativity and Effectiveness<\/em>, which brings together the IPA Databank and the Gunn Report database of creativity to provide the most robust assessment yet of the value of creativity. He updated this two years later. He regularly writes and speaks about marketing effectiveness and the value of creativity. He has been closely involved with a number of the IPA training programmes. In 2006 he was elected an Honorary Fellow of the IPA.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>En \u00e0 peine quatre ans, l\u2019impact de la vision \u00e0 court terme en marketing et des investissements inf\u00e9rieurs en mati\u00e8re de cr\u00e9ativit\u00e9 ont r\u00e9duit de moiti\u00e9 le succ\u00e8s de celle-ci. C\u2019est ce qui ressort d\u2019une \u00e9tude effectu\u00e9e par Peter Field, qui a combin\u00e9 la base de donn\u00e9es IPA de prix&#8230;<\/p>\n","protected":false},"author":2,"featured_media":9845,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1362,1171,1210,1209],"class_list":["post-10010","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-creativite-fr-3","tag-creativiteit-fr-3","tag-ipa","tag-peter-field"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L\u2019efficacit\u00e9 de la cr\u00e9ativit\u00e9 r\u00e9duite de moiti\u00e9 en quatre ans<\/title>\n<meta name=\"description\" content=\"L\u2019impact de la vision \u00e0 court terme en marketing et des investissements inf\u00e9rieurs en mati\u00e8re de cr\u00e9ativit\u00e9 ont 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