Evidence of Higher Quality Creative Increasing ROI by 45%.


The creative is a very efficient way to improve ROI. Something that is not talked about enough.

"...getting to this improvement through investing in creative that had greater resonance and impact." according to Kim Malcolm

Can't wait to read the full case study.

----------------------
From @KimMalcolm LinkedIn Post

Shout out to the Clorox team (Ben Jordan and Oksana Sobol) talking with Karen Sharp at TMRE about how they have driven much improved creative effectiveness over time.  How?

- They moved from late stage testing to learning from insights early and often during development

- They stopped treating research as ‘single use’ and instead reuse data again and again to learn from all they do

- They moved from inconsistency in how the teams get consumer insights to systematizing it across the business

(and I am sure much more besides to drive such an awesome outcome!)

Congrats to them.  It's really great to see bravery in changing up how things are done paying off. Working with progressive people like this is an absolute joy!

If you’d like to learn more, reach out!

#creativeeffectiveness #advertising #adeffectiveness #consumerinsights #progressivepeople

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