For the CMO, “where” is not as important as “what” | WARC | The Feed

Message ultimately beats media, according to management consultancy McKinsey and Company; marketing strategy consultancy Forethought’s Ken Roberts and Darren Stein discuss how great creative should start with a foundation of marketing science.

Why it matters

Creative should be a product of instinct (creative execution) and reasoning (what to say), and by producing creative briefs based on identified category drivers of consumer choice, marketing communications can optimise the message.