The fact that advertising doesn’t share its lessons when it’s not trying to win awards obscures the important lessons that the totality of the industry can provide about the business, argues Dr Grace Kite, whose new dataset holds valuable, agenda-resetting insights.

Why it matters

Most brands don’t win awards for their advertising. Most advertising makes little difference, or things go wrong, or key people leave, but lessons from the norm of advertising are fundamental to understanding how the industry works and how to improve it. This new dataset tells a very different tale from analyses of award-winners only. 

Takeaways

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