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.

Felipe Tomaz, an Associate Professor of Marketing at the University of Oxford, discusses his extensive research analyzing 1,000 campaigns to prove that not all reach in advertising is equal. He emphasizes the crucial differences between brand distinction and differentiation. Tom Roach from Jellyfish UK joins in to explore the evolving landscape of marketing strategies and the pitfalls of traditional reach metrics. They highlight the importance of audience engagement and the need for a cohesive media strategy to drive campaign effectiveness.

In a dynamic discussion, Tom Roach, VP at Jellyfish, dives into innovative marketing metrics powered by AI. Leo Rayman, CEO of EdenLab, and Jo McClintock, VP at Trainline, discuss how to encourage greener travel choices through positive messaging rather than guilt. ITV experts Sameer Modha and Kate Waters explore the financial impact of brand advertising on margins. Together, they emphasize the critical integration of sustainability into marketing strategies, reflecting a growing consumer demand for eco-friendly practices.