CMOs: Stop obsessing about where you say it

Message ultimately beats media and Forethought’s Ken Roberts and Darren Stein discuss how great creative should start with a foundation of marketing science.

According to McKinsey & Company, “You may think brand success is all about the media budget but it isn’t. Message beats media.” (Marketing Performance: How Marketers Drive Profitable Growth, Bauer, T et al, 2016).

McKinsey believes “what you say is...