How creativity drives advertising effectiveness

The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.
  • Companies and brands that bounce back and thrive in the wake of COVID-19 will be those that embrace the principles of creative effectiveness to drive engagement and grow share of voice and share of market.
  • Effectiveness is a consequence of brands investing in the creation of an on-going support for distinctive brand assets and collections of assets into fluent devices.
  • Econometric techniques including market mix modelling can account for a significant proportion of advertising effectiveness driven by creativity.
  • To understand the role of brand equity measures in creative effectiveness, advertisers should harness the power of Brand Equity Modelling....

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Insights Team
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