On Strategy Showcase
Les Binet and Sarah Carter on what's next in effectiveness
May 28, 2024
Marketing experts Les Binet and Sarah Carter discuss the evolving landscape of marketing effectiveness, emphasizing the balance between creativity and effectiveness in agencies. They explore premium branding strategies, revolutionizing ad testing methods with AI, and the importance of TV spots and brand building. The podcast delves into the evolution of pre-testing goals to predict real-world outcomes and the need for emotional elements in testing strategies.
58:21
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Quick takeaways
- Agencies should provide holistic advisory across marketing mix for optimal growth.
- Measuring true effectiveness requires focus on revenue generation beyond traditional metrics.
Deep dives
The Role of Modern Agencies in Client Growth
Modern day agencies play a crucial role in maximizing client growth by focusing on the holistic view of marketing. Organizations must consider factors like yield, traffic, profit, startup status, and revenue to drive growth effectively. Agencies need to provide independent advisory across the marketing mix, guiding clients on where to allocate resources for optimal growth.
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