Oravant Creative Quadrants

The proprietary Oravant Creative Quadrants framework removes guesswork from creative strategy by combining historical performance data with consumer psychology insights tailored to the anticipated macroeconomic environment.

By evaluating the following factors, marketers can pinpoint the most effective creative approach for the quarter:

Macroregime:

Anchored in the framework created by MSCI, this considers annual GDP and CPI growth to provide insight into our current and forecast economic climate.

Aspirational vs. Relatable:

In buoyant economies, consumers respond to aspirational messaging that showcases the possibilities a product or service unlocks. During downturns, they seek relatability—brands that demonstrate genuine understanding and empathy are more likely to drive purchase decisions.

Trust:

Consumer trust fluctuates with economic tension. For example, when inflation outpaces growth, trust in brands can erode. Creative strategies must therefore reinforce credibility and strengthen the brand–consumer relationship to avoid triggering negative sentiment.

Entertainer vs. Salesman:

As David Ogilvy observed in the mid-1970s, “We are back in business as salesmen instead of pretentious entertainers.” In that decade’s stagflation, hard-sell, value-focused campaigns outperformed the flashy, attention-grabbing ads of the ‘Mad Men’ 1960s.

Each macroregime demands its own balance between entertaining creativity and direct selling to generate results.

When taken together, these quadrants guide marketing teams to craft messages and visuals that resonate most powerfully with audiences during each macroregime.