Everybody knows that great creative builds brands. But for some, that's a squishy reason to invest in the creative product. A not-so-squishy reason comes from media buyers. When asked how many gross rating points are required to achieve a 50% awareness level for a new brand in a given ADI, the experts don't always agree. Some say 500 GRPs. Some say 600. Some even say 800. But all agree that with great creative, you can cut your GRP's by up to a half. And at thousands of dollars per rating point, that's just smart business. Whether you're working with a budget of $100,000 or $100,000,000, great creative makes media expenditures deliver more. More awareness. More branding. More response.