Adopting a test and learn mindset: marginal gains theory in marketing

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

The most impactful and effective advertising has always been the product of blending art and science. Advertising adds most value when it's at its most creative and innovative, and is applied to a business context with clear objectives and an expectation that it will drive sales, change perceptions or influence behaviour.

If the creative teams focus more on the art, then the science is brought into the mix by the account/media planners. The alchemy they create together has probably resulted in most of the IPA Effectiveness award-winning campaigns over the years.

However, as the world has become more complex, noisy...

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