We challenge the way brands create content

Return on Creativity is our proprietary concept. It's a break with the classic way of dividing creative and performance.

Simon Sunde, Creative Director at Mighty Monday, says the following:

"Many people know the dilemma of having bought a big brand campaign and brought it to life with social media and paid advertising - only to get disappointing results... And then you're left with the question: Was it the creative or was it the execution?"

In this context, we at Mighty Monday have felt an urgent need to articulate the interplay between creativity and business objectives.

That is why we have developed the concept of Return on Creativity (ROC).

ROC is - in its semantic sense - a contradiction in terms. It implies that creativity is a measurable quantity and thus a limited resource or commodity.

This is not our belief.

Nevertheless, it is our attempt to bridge the gap between creative work and its performance.

You know, a bridge between thoughts and numbers - between creation and distribution.

So, what does ROC entail?

To understand ROC, you need to take a holistic view of both creation and distribution.

Here's how evaluation on creation takes place:

• Did we have a good creative process (from idea to execution)?

• Did we enjoy it?

• Does it align with our values?

• Did it inspire us to new creations?

• How challenging was it (too little, just right or too much)?

• Did we learn anything?

Here's how to evaluate the distribution:

• Do we have a clear strategy for what we want to achieve?

• Do we have clear objectives for the direction we want to drive the creative?

• Have we communicated on the platform's terms?

• Do we have a sufficient understanding of our target audience?

• Have we been in the right place - at the right time?

Think about it.