In this EffWorks episode, guests discuss managing price rises and planning for inflationary times, excellence in digital creative, the impact of attention problem in digital media, creating ads that fit different digital formats, the evolution and coexistence of two creative schools of advertising, and the tension between brand and performance in advertising.

In this engaging discussion, Grace Kite, founder of Magic Numbers and expert in media effectiveness, teams up with Tom Roach, VP of Brand Strategy at Jellyfish. They tackle the challenges of a fragmented media landscape, exploring how brands can adapt their marketing strategies to maintain effectiveness. They delve into the importance of synergizing marketing efforts across various platforms and the intriguing notion of aggregated attention in advertising. Their insights highlight the critical balance between brand consistency and the personalized demands of audiences today.

Grace Kite, an expert in marketing effectiveness and econometrics, shares insights on maximizing marketing impact. She emphasizes the need for clear objectives in advertising to drive better outcomes. The discussion reveals how econometrics can analyze campaigns amidst various influences, helping brands make informed decisions. Grace highlights the critical role of creativity in capturing consumer attention in today's fragmented landscape. With the rise of digital tools, she explains how brands can leverage analytics and innovative strategies to enhance performance and engagement.

Topics covered in this podcast include: the use of econometrics in marketing, navigating the shift to probabilistic advertising measurement, exploring new advertising avenues beyond traditional tracking methods, effective advertising strategies and the rise of CTV, analyzing the evolution of advertising strategies, evolution of marketing mix modeling with MMME technology, and practical marketing strategies and training courses for growth.

Dr. Grace Kite, Founder & Economist at Magic Numbers & Magic Works, discusses the importance of training for marketers, the differences between UK and US marketing scenes, and tips for crafting killer PowerPoints. The conversation also covers leveraging storytelling and data in marketing, understanding customer needs through data analysis, and adding flair to mundane numbers.