Are we losing sight of the impact of creativity in media planning?

According to Nielsen, creativity provides 47% of the total sales impact, then reach, brand, targeting, recency and context, but this doesn't ...

The Kite Factory on LinkedIn: Are we losing sight of the impact of ...

"The default position is that creativity and expansive thought are something that sits sacred within the creative agency. While that might have been the ...

What's missing in media? Creativity - - Workweek

... media. My goal is ... We pay attention to menu planning by ... we never lose sight of what we want our guests to ultimately experience.

Marketers Vastly Understate The Sales Effect Of Creative And ...

“CREATIVE quality measures the influence of advertising by looking at the number of purchases it drives. · BRAND refers to factors that are not ...

When creativity meets measurement - The Media Leader

Some argue that trying to quantify the impact of spend on outcomes stifles creativity ... Regardless of how “creative” we ... media planning.

Why Media Shouldn't Drive Your Creative Process - Forbes

As organizations put brand marketing first, they need to adopt a more flexible approach to media planning, putting creativity in the driver's ...

How marketing departments lose their way when they stop focusing ...

1. Lose sight of creativity, and you lose the ability to stand out · 2. Lose sight of creativity, and your marketing department loses its purpose.

Creativity Is in Crisis: Why Marketers Should Care and How They ...

Creativity is facing a crisis, brought on by the growing power of persuasion, the anonymous and overwhelmingly negative public forum available ...

The Key to Rapid Content Creation Without Losing Creativity

However, using AI or other similar tools to create large amounts of content stifles creativity. This impacts not just creatives, but the user ...

Anthony Abou-Zeid on LinkedIn: Are we losing sight of the impact of ...

Some of my thoughts on a topic which seems to be picking up a little momentum recently. ... Are we losing ...

Marketing Has Made Great Progress, But Media Is Still A Minimum ...

We will be retiring from media ... How did we lose sight of the consumer? In a ... And we're missing the impact creative has on consumer preference, ...

The Loss of Creativity in 21st Century Advertising - Tech Collective

When marketing decisions are based on numbers alone, creativity is seen as a waste of time. This is particularly true when sales are low – ...

There is a crisis of creativity in advertising - Ebiquity

Advertising is facing a crisis in creativity that means many brands are failing to secure meaningful return on advertising investment. It ...

Marketers need to put creativity back in its place - Marketing Week

Creativity will be lauded this week in Cannes, but it is just one of several drivers of effective marketing that also include strategy, media ...

In advertising, creativity is not an end in itself - Ask Nigel Hollis

If the intended audience finds the content to be inspiring, interesting, or enjoyable then it is likely to get their attention and you are off ...

Theories & ideas of media planning - WARC

Are we losing sight of the impact of creativity in media planning? Anthony Abou-Zeid, Head of Client Services at The Kite Factory, examines the evolving ...

The importance of synchronising media planning with the creative ...

Budget waste: Lack of alignment between media planning and creative can result in inefficient allocation of Paid Media budget. For example, if ads are not ...

Creatively awarded ads, once effective, are now officially average

Creatively awarded campaigns were less effective. They were closer to delivering similar market share effects as campaigns not awarded for ...

Why we should celebrate the art of media planning like Spotify did -

Not only does the media planning process bring much needed organisation to a new campaign, but it can seriously impact the outcomes of the ...

Filling the Creative Data Gap to Counter Rising CPMs

The recent MAGNA Media Study, says that creative quality drives 56% of impact on purchase intent, while Google says 70%. Solving for creative ...