Why advertisers need to shift from campaigns to creative platforms

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.