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Marketing Week

Reigniting the spark: How brands are coming back to creativity

In the latest Marketing Week Explores podcast, news editor Sarah Vizard and senior writer Charlotte Rogers discuss how brands are reigniting their creative spark and moving beyond a pure focus on media in a bid to determine the impact ideas have on their marketing effectiveness.

This discussion is set against the backdrop of an exclusive Marketing Week survey of more than 400 marketers, which found that 61.8% measure the effectiveness of their creative, compared to 76.5% who measure the effectiveness of their media spend and 11.7% who still don’t measure either.

READ MORE: Measuring the magic: Why brands need to refocus on the effectiveness of creativity

Elsewhere in the podcast Marketing Week also talks about how brands like Burger King, Pizza Hut and Mondelēz are seeking to change perceptions and prove that just because digital is highly measurable does not mean it should not have the flair and emotion of about-the-line advertising.

The post Reigniting the spark: How brands are coming back to creativity appeared first on Marketing Week.

 
Phvntom, Inc. is a digital marketing company located in Boise, Idaho that creates websites, apps, and full-scale promotions/campaigns for other businesses. The views and opinions expressed in this article are strictly those of its authors and were not written by Phvntom. This article was originally published by Marketing Week.   

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