Champions of Creative

Link Drives Stronger Financial Services Ads

Sales Modeling Proves Value of Link Copy Testing and Reveals How to Improve Advertising ROI

CHALLENGE

Historically, TV spots for this major financial services firm were not tested prior to airing.

To justify continued advertising investment, the CMO needed proof that creative quality drove in-market sales.

INSIGHTS

Millward Brown partnered with the client's in-house modeling team and market mix modeling agency to prove that copy quality is predictive of in-market results.

Our client's modeling team calculated that using Link to optimize creative would have resulted in $33M improvement of in-market sales.

ACTION

The company now tests all of its TV spots to ensure they will generate return on investment.

IMPACT

"We now copy test all of our new ads with Millward Brown. Link validated that we were meeting our goal of emotionally connecting and, importantly, identified other areas for improvement. The agency revises ads using Millward Brown's recommendations, resulting in much better ads."

– EVP Marketing
Financial Services Brand

"This research is worth its weight in gold. Millward Brown has shown that we clearly need to revisit our strategy."

– SVP, Corporate Insight
Financial Services Brand

Is your creativity paying?

To learn how better creative generates stronger sales, contact us.