Room 1 | 4:00 pm - 4:30 pm | Monday, March 27, 2023
Technology has dramatically improved our ability to target advertising, but creative quality remains at the center as the main media multiplier or eraser. However, are we really getting better at creative quality?
Typical advertising copy testing includes scorecard KPIs that are biased to a certain style of creative and can often discard otherwise good creative, wasting valuable resources. Lack of granular, actionable optimization insights often leave creatives feeling puzzled and frustrated. By leveraging neuroscience at client, the collaborative team of brand, agency and research uncover a granular read on creative quality, uninhibited by conscious processing for new “XYZ” campaign. The client team had a very strong creative strategy but needed to optimize the execution to meet the creative objective.
This session will highlight the collaborative partnership between brand, creative agency and research through the transformation of the “XYZ” campaign. Sales and PR data of success of campaign will also be shared.
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