Brands with creativity, disruption and great advertising at the heart of their businesses generate the most average brand value, Kantar Millward Brown revealed at Cannes Lions on Monday.

Kantar Millward Brown analyzed BrandZ’s 3.6 million consumer interviews comparing perceptions of 122,000 brands in 51 markets over the last 12 years to discover the role that consumer perception of creativity, disruption and advertising plays in building brand value.

Brands that consumers perceive as creative but not disruptive have grown their brand value by an average of 69 percent over that period, while brands that consumers perceive as “shaking things up,” i.e. disruptive, boosted brand value by 123 percent over the same period.

Those that display both creativity and disruption generated an average brand value growth of 154 percent.

The biggest jumps in brand value happened when consumers perceived a brand to combine creativity and disruption with great advertising. These brands experienced a boost in brand value of 265 percent.

BrandZ global head Doreen Wang was joined onstage by Deliveroo head of marketing for UK and Ireland Emily Kraftman, BYD general manager of global brand and PR Sherry Li and CMO Vineet Mehra.

Hosted by Kantar Millward Brown’s BrandZ equity platform, “Disruptive Creativity: The New Model for Marketers” explored the balance between creativity and disruption while building a successful brand in consumers’ minds.

“If you are both disruptive and creative, you are hitting the sweet spot,” said Wang.

Wang added that the number one driver for brand growth is perceived innovation, which itself is driven by disruptive creativity.

“Having disruptive creativity at the heart of a business is about more than product and R&D, and being creative is not just about communications,” said Wang. “The best way for brands to influence consumer perception is through effective communications, by experimenting with new formats and, most importantly, by delivering a great brand experience.”