DDB Group Melbourne

The Creative Index

Creativity is a powerful financial force; however, its value is generally considered unquantifiable. Unlike mining, construction or agriculture, the economic value of creativity has been generally left out of the collective conversation around prosperity building in Australia. The Creative Index, developed and designed by DDB Group Melbourne, tracks creativity for the first time on the Australian sharemarket – demonstrating in real time the dollar value of creativity.

Like many investment tracking tools, that chart the fiscal performance of a given company, The Creative Index tracks the share price of top ASX-listed companies in Australia that embrace creativity as part of the business strategy. Each company in The Creative Index has been selected based on the extent to which their product or service is underpinned by an investment in creativity. Expressed as a live graph that allows comparison against other indices that track leading industries, such as commodities, health and information technology, The Creative Index reveals that businesses that invest in creativity outperform those that don’t. This data places creativity at the centre of economic discussion. The Index tracks the value of creativity in the economy and encourages people to shift their investment focus towards one of Australia’s greatest natural resources: creativity

DDB launched in Australia in 1963 and now has offices in Melbourne, Sydney and Auckland (NZ). In 2019 DDB was recognized as Agency of the Year by Campaign Brief (AUS) and from 2020-2021 the agency received industry accolades from the Australasian Writers and Art Directors AssociationD&AD (UK) and Spikes Asia (SG).