Influx

ROI is mandatory in marketing today. However, it is always difficult to measure especially for certain activities like design.

To prove the effectiveness of design, UK industry body, The Design Council did a 10-year analysis of the stock market performance of companies with strong design portfolios (the criteria used was award winning).

The finding, those companies with strong design portfolios performed 200% better than the average for the UK stock market. The data also revealed how the companies with design portfolios managed to ride out the recession better than the others.

Influx wonders what would happen if the same exercise was undertaken in the United States, let’s say for advertising awards. Let’s pick the One Club. All you would need to do is to create an index of companies that had consistently won One Show Pencils over the past 10 years, measure their combined stock market performance and compare it to the Dow average. We might just try this ourselves and report back later.