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Establish a Creative Development Process that Works
All marketers want to create ad campaigns based on ideas that are meaningful and resonate with their target audience. Starting with the right insight is critical to campaign success, and marketers who develop a consistent, disciplined approach to creative development are more likely to generate stronger brand value and business performance—the ultimate success criteria.
Digital's Brand Anniversary: What we can learn from the first online brand-building studies
It’s been nearly two decades since the first brand lift studies for digital advertising started. Here is a snapshot of where it all began, where we are today, and where we’ll be in the future. Read our article in
Blurred Vision: Why disruptive brands are heading for an identity crisis
Many brands, both large and small, are diversifying into new categories, with the goal of building a multi-faceted 'world' around their target consumers. It's a powerful way to achieve greater relevance, but stretching a brand in new directions also has its risks. Read our article in