22. How brands are improving ad performance
Future Proof
Lenny, What's the Best Practice in Pre-Testing and in-Flight Research?
Lenny: Having very very clear objectives for what you want to achieve through all the different elements of your campaign is so important. He says it's about up front clarity again I keep going on about objectives don't I but I do think they're just so important. Lenny, how do you see best practice connecting whatever pre-test lane we pull together with whatever in-flight research we can pull together? "I think that is the thing that is going to allow for the best possible ROI makes a difference"
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