We all know that great ads win awards but do they drive bottom line for the business that pays for them? In this episode of Future Proof, Jane Ostler talks to Amy Rodgers at WARC and Duncan Southgate from Kantar about new research into the complex relationship between creativity and profit.
In particular, with many marketers being pushed to consider greater focus on performance marketing, she asks whether brand marketers can make an economic case for being bigger and bolder with their messaging in 2023.
Amy and Duncan explain how WARC case study data on campaign ROI has been combined with Kantar’s Link ad quality scores to identify just how much short and long-term creative quality attributes drive profitability.
Future Proof is the marketing podcast from Kantar and Saïd Business School, Oxford University. In each episode, we have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing, sharing evidence and inspiration for the future.
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