Selling Creative Research Short?

Discover why metrics that match objectives can deliver the true value from research, and help brands pursue bold creative that will drive long-term business outcomes.

Pre-launch creative evaluation tests are often considered to only be helpful to select and optimize ads with immediate sales objectives, which can fuel short-term thinking and hamper long-term brand success.

But this paper reveals that with the right mix of creative evaluation metrics, creative research can help measure and fuel long-term campaign effects. Focusing on metrics that match objectives can deliver the true value from research and help brands to pursue the bold creative that will drive long-term business outcomes.

Expert tips include:

  • Have a clear business objective in the creative brief
  • Speak the same language
  • Create the right conditions for collaboration

Read more on how to avoid selling creative research short.

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