In this episode, we're going to be talking about Compound Creativity, a new report by System1 in partnership with the IPA showing how being consistent with your creative compounds over time. I'm speaking with the author of the report, Andrew Tindall, who explains the core facets of the report and shares some fascinating statistics on the impact of creative consistency.And in a double bill, I'm also joined also joined by Dom Dwight, from Yorkshire Tea, and Vickie Ridley, from their partner agency Lucky Generals. Yorkshire Tea have been putting the principles of compound creativity to practice over many years and have been hugely successful as a result. So not only are we talking about the data, we're also talking about the practice.<a href="https://system1group.com/compound-creativity-system1-ipa">Download the Compound Creativity report here.</a>Part 1  with Andrew Tindall 00:00 - Intro 00:58 - Launching the Compound Creativity report 01:35 - Coming up with the right name for Compound Creativity 02:52 - The building blocks of consistency 05:13 - The value of being consistent 08:04 - How compounding helps wear in 09:25 - Power of fluent devices 12:14 - Collaborating with the IPA for the business effects data 15:00 - Don’t fire your agency 16:39 - The 5 most consistent brandsPart 2 with Dom Dwight and Vickie Ridley of Yorkshire Tea18:29 - Intro to Lucky Generals and Yorkshire Tea 19:25 - Dom Dwight’s history with Yorkshire Tea 22:28 - Where did the “doing things proper” idea originate 25:31 - Narrowing 17 ideas down to 3 26:19 - How to use celebrities well in advertising 29:57 - Yorkshire Tea Ad with Sean Bean 32:06 - Yorkshire Tea Ad with Kaiser Chiefs 38:03 - How does the campaign work across channels 42:24 - Key to a successful client agency relationship 48:37 - The results of Yorkshire Tea’s compounding creativity 52:56 - Advice to clients to get the most out of their agency

James McKinven

The Power of Compound Creativity with Dom Dwight (Yorkshire Tea), Vickie Ridley (Lucky Generals) & Andrew Tindall (System1)