Creative Effectiveness Ladder Guide: 05 Commercial Triumph

A guide to level five of the Creative Effectiveness Ladder, Commercial Triumph, for campaigns that created sustained sales success.
  • Commercial Triumph campaigns use creativity to profitably increase sales and market share beyond a single quarter or beyond the duration of the campaign.
  • Creating sustainable commercial growth should by rights be the ultimate objective of most marketing efforts.
  • Where creating sales spikes can be as simple as increasing the brand’s share of voice, driving sustained sales growth is a product of insightful strategy, considered media choices and blockbuster creativity.
  • To achieve at this level, campaigns need to spend more than three months tracking and measuring the performance of sales metrics such as: sales, market share and ROI....

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