How Do You Stimulate Great Creative and Measure It?
Thursday, October 13
Advertisers are perennially in pursuit of creative campaigns that build brand loyalty and increase sales. Stimulating insights is fundamental to achieving great creative – work that stands out and stays with you. What burgeoning methods show promise? Given diminishing attention spans, how are these methods feeding into new, experiential formats? What are we learning about the balance between automated creative and human understanding?
There are also new approaches and tools to measure creative campaigns. Automated ad testing, for example, enables advertisers to assess creative effectiveness faster. Yet not all ad testing platforms are equal, and brands must discern whether tools can deliver speed and cost-savings as well as robust methodologies.
On October 13, take part in a focused event about creative effectiveness and be privy to innovative ways of stimulating, optimizing and measuring creative. Directly after, attend the David Ogilvy Award reception and celebrate the winners in the same location – the iconic Edison Ballroom in Times Square, NYC.
Agenda topics to be covered:
Anatomy of Effectiveness: The Five Building Blocks by WARC
Using New Methodologies to Bridge the Creative-Research Divide by GM and Wunderman Thompson
Growing ROI with YouTube ABCDs Creative Effectiveness Guidelines by Google
Copy-Testing Has an Image Problem by Ipsos
+ more to come