Brand managers are working overtime to feed an ever-growing content machine, and its appetite shows no signs of slowing down.
At the same time, they’re trying to engage increasingly fragmented audiences across a growing number of channels, while always demonstrating clear return-on-investment (ROI).
Little wonder that they’re under growing pressure to unpack the magic of creativity using clear, data-driven logic.
Especially when recent research from WARC and Kantar shows that creatively effective ads generate 4.7 times more profit.
But 40% of marketers admit to testing little or none of their campaign assets – with cost and time being their biggest barriers.
So how do you pin down what makes great creative work?
