How Kellogg's is connecting TV creative to sales
Stephen WhitesideWarc
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...