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 more important than where you say it.”  If you accept such a premise, then you would be expecting that at least as much science goes into advertising content decisions as the media placement decision. You would

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