The WARC Podcast
Why advertisers need to shift from campaigns to creative platforms
Mar 20, 2025
Dom Boyd, Managing Director at Kantar Insights, sheds light on the shift from traditional campaigns to long-term creative platforms. He discusses 'connected creativity' and its ability to enhance brand equity and sales. Boyd shares insights on the evolving advertising landscape, emphasizing multi-channel strategies to boost visibility. A case study on Yorkshire Tea illustrates how consistent, emotionally-driven branding leads to success. The conversation also delves into the vital connection between creativity, measurement, and the role of advanced analytics in optimizing marketing effectiveness.
34:46
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Quick takeaways
- Brands should transition from traditional campaign thinking to developing long-term creative platforms that ensure coherent messaging across various channels.
- Effective measurement strategies, including qualitative insights and Marketing Mix Modeling, are essential to assess the impact of creative platforms and optimize campaign performance.
Deep dives
Connected Creativity Defined
Connected creativity refers to the shift from traditional, isolated advertising campaigns to comprehensive, long-term creative platforms that effectively integrate brand identity with performance messaging. In the modern, fragmented media landscape, it is essential for brands to convey a coherent idea across various formats, including social media, influencer partnerships, and experiential events. The ability to weave these ideas together creates a synergistic effect, allowing campaigns to resonate more profoundly with audiences. This approach ensures that a singular creative concept not only engages consumers but also lays the groundwork for sustained brand growth.
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