The Unified Framework of Marketing Effectiveness

Creativity
is not a
Cost.
It is Capital.

Fifty years of evidence. Five independent studies. One framework that explains how creativity determines commercial outcomes at every budget level, in every sector, at every point on the financial spectrum.

Peer-reviewed · JICSB · Taylor & Francis 2026 IPA Effectiveness Leadership Group Foreword · Les Binet Visiting Professor · UCC

Explore the Products The CCE Framework

β=.42 p<.001 · 101 SMEs

1,988% ROI · Concierge Car Wash

The CCE Framework

Creative Capital Expenditure

CCE is not a substitute for financial investment. It is the mechanism that determines how productively any level of financial investment operates. Under constraint it amplifies what limited capital can achieve. Under abundance it multiplies the return on capital already deployed.

Creativity earns, it does not buy

Voluntary attention — creativity that earns engagement rather than forcing it — outperforms bought exposure second for second. Three major 2026 studies and forty years of consumer behaviour research confirm this independently.

Brand Reset 2026

Feeling foreshadows finance

Emotion is not a distraction from commercial decision-making — it is its precondition. Damasio's somatic marker hypothesis provides the scientific foundation for CCE's empirical finding: β=.42, p<.001.

Jones 2026 · Damasio 1994

Capital compounds, cost does not

Creative investment deployed consistently over time compounds its commercial return. The most consistent brands achieve 28% more very large business effects. After five years their advertising works twice as efficiently.

Compound Creativity · System1/IPA 2024

Scale-invariance: the same mechanism everywhere

Concierge Car Wash. 160 characters. Zero budget. 1,988% ROI. John Lewis. Multi-million pound budgets. Multiple IPA awards. Same mechanism. Same databank. Opposite ends of the financial spectrum.

IPA Databank Proof

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The Five-Study Convergence

Fifty Years. Five Studies.
One Mechanism.

Five independent bodies of evidence — produced using different methodologies, across different populations, at different budget scales — have arrived at the same finding.

101SMEs in peer-reviewed studyJones 2026 · JICSB

40kRespondents · 11 platformsBrand Reset · dentsu 2026

4,863Campaigns analysedHurman & Field 2020

600kConsumer responsesCompound Creativity 2024

CCE — Jones 2026

101 Afro-Caribbean SMEs. Peer-reviewed. β=.42, p<.001. JICSB, Taylor & Francis. The only peer-reviewed study in the set.

Brand Reset 2026

dentsu/Kantar/Lumen. 40,000 respondents. Voluntary attention outperforms forced exposure. Up to 14% long-term sales lift.

Sound Science 2026

MassiveMusic/IPA. 7,500 participants. 150 UK TV ads. High-fit music creates 7× price sensitivity reduction.

Creative Commitment 2020

Hurman & Field/Cannes/WARC. Creativity as a fourth effectiveness lever independent of budget at every level.

Compound Creativity 2024

System1/IPA. 4,000+ ads. 600,000 consumers. Consistent brands achieve 28% more very large business effects.

Peer-Reviewed Publication

"Feeling Foreshadows Finance: Creative Capital Expenditure as a Strategic Lever for Capital-Constrained SMEs"

Journal of the International Council for Small Business · Taylor & Francis
Accepted February 2026 · DOI: 10.1080/26437015.2026.2637731

Read the Paper →

β=.42p<.001 · Peer-reviewed · 101 SMEs

Products & Services

The CCE Product Suite

Every MOME product is built on the CCE framework — peer-reviewed, evidence-based, and calibrated for commercial impact at every budget level.

Flagship Diagnostic

The CCE Audit

A structured diagnostic assessing whether your creative investment is functioning as capital or being spent as cost. Five dimensions. Scored. Prioritised action plan.

£3,500 — £5,000 Find out more →

Specialist Diagnostic

The Sonic Audit

Is your sonic investment building brand equity — or destroying pricing power? High-fit music creates a 7× price sensitivity reduction. Four dimensions. Sonic Capital Score.

£4,500 — £7,500 Find out more →

Workshop · Half or Full Day

CCE Masterclass

A facilitated workshop taking your team through the CCE framework and how to apply the CCE audit to your organisation. Half-day or full day.

£1,800 — £3,200 Find out more →

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Speaking

Confirmed Platforms

Date TBC

IPA Effectiveness Leadership Group

Presenting the five-study CCE convergence to the IPA's senior effectiveness leadership. Les Binet and Andrew Tindall (System1) in attendance. Rescheduling in progress.

Confirmed

August 2026

IPIA Annual Conference

Keynote on Creative Capital Expenditure for the Independent Print Industries Association annual gathering.

Confirmed

October 2026

IPA Effectiveness Conference

20-minute session on CCE convergence and scale-invariance. The IPA's flagship annual effectiveness event.

In Discussion

"Creativity is not decoration. It is capital. The field has been proving this for fifty years. CCE is the name it was waiting for."

The Founder

Dr Chris Jones
DBA · SFHEA · MBA

Founder & CEO, Ministry of Marketing Effectiveness. Visiting Professor, University of the Commonwealth Caribbean. Scholar-practitioner whose peer-reviewed research established Creative Capital Expenditure as the unified explanatory framework for marketing effectiveness at every budget level.

Published researcher — "Feeling Foreshadows Finance," JICSB, Taylor & Francis, 2026. β=.42, p<.001 across 101 SMEs.

IPA relationship — Confirmed presenter to the IPA Effectiveness Leadership Group. Date rescheduling in progress. October 2026 Effectiveness Conference in discussion. Book foreword agreed by Les Binet, adam&eveDDB.

Visiting Professor, UCC — University of the Commonwealth Caribbean. Active research interests in Kingston, Jamaica.

METRIC Research Centre — Founder, Centre for Marketing Effectiveness, Equity, Technology, Research, Inclusive Innovation and Creativity.

Full Profile →

Creativityis not aCost.It is Capital.