On Strategy Showcase
Meet the brand-side architects of effectiveness
Jun 16, 2024
Join Jorge Ruiz, Global Head of Marketing Sciences at TikTok, and Sorin Patilinet, Sr. Director of Global Marketing Effectiveness at MARS, as they dive into the shifting landscape of marketing. They discuss the growing importance of post-testing versus traditional methods, and the need for creativity and authenticity in today’s campaigns. Notably, they explore TikTok's unique advertising strategies and measurement tools that enhance audience engagement. The conversation highlights the critical balance of efficiency and effectiveness in modern marketing.
37:00
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Quick takeaways
- The marketing industry is shifting focus from efficiency to creativity, emphasizing that engaging creative ideas drive better outcomes and reduce waste.
- Both TikTok and Mars demonstrate that post-testing of ads provides more relevant insights on campaign effectiveness than pre-testing, aligning marketing strategies with actual consumer reactions.
Deep dives
The Shift Towards Maximizing Creativity
The marketing industry has increasingly emphasized the need to focus on creativity rather than merely efficiency in campaigns. It's argued that stronger creative ideas inherently lead to reduced waste and higher engagement, ultimately driving better results. Both industry leaders agree that it’s not just about having a good idea, but how it's executed across various platforms, highlighting the importance of integrating creativity with technological and data strategies. This approach indicates that optimal marketing effectiveness is derived from a dynamic interplay between a powerful creative concept and its execution.
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