How Kellogg's is connecting TV creative to sales

Stephen Whiteside

Debates about advertising creative's precise role in building brands and driving sales are almost as old as the art of marketing itself.

Many practitioners reflexively suggest such an intangible concept cannot, or should not, be measured, as the very act threatens to limit the development of big, inspirational ideas in favour of lowest common denominator ads. Their more data-minded counterparts, by contrast, have long relied on tools like pretesting to gauge the potential in-market effectiveness of brand messaging.

The Kellogg Company, the food group, has been a visible advocate of applying numerical rigour to new media, be it in getting to grips with the consumer journey, boosting viewability or when testing large-form ads. And a similar logic is now being brought to bear on television, too, according to Jeff Doud, the firm's director/marketplace analytics.