Creative Commitment and Efficacy

We called this idea creative commitment and creative commitment is basically what we could do was sort of form a kind of composite metric of those three variables. So, so if you imagine some campaigns at very low budget, very low duration, very low number of media. They got a very low score. Some campaigns had very high budgets, very high number of media, very long duration they got a very high score. Most campaigns are somewhere in the middle there are mixed. We found that in the walk and can lines data. And then that's really where I brought Peter in to run the same analysis using his IPA data bank and the metrics that he uses around effectiveness. And he found exactly the same