Selling Creative Research Short? How creative research can help measure and fuel long-term campaign effects

Adam Sheridan

Campaigns using creative evaluation services are less likely to achieve long-term effects, so marketers need to better apply these metrics in their creative development process to improve the chance of achieving long term business effects.
  • To give them the best chance of success, clients and agencies need to have a clear business objective in the creative brief, speak the same language, and have clearly defined decision-making frameworks and accountability.
  • Above all, research agencies, clients and creative agencies need to work together more effectively to apply metrics in the right way to increase rather than decrease the likelihood of achieving them in market....

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