Reigniting the spark: How brands are coming back to creativity

Marketing Week Explores: As brands rev up their focus on media and the number of short-term campaigns rocket, what do brands have planned to close the creativity gap?

In the latest Marketing Week Explores podcast, news editor Sarah Vizard and senior writer Charlotte Rogers discuss how brands are reigniting their creative spark and moving beyond a pure focus on media in a bid to determine the impact ideas have on their marketing effectiveness.

This discussion is set against the backdrop of an exclusive Marketing Week survey of more than 400 marketers, which found that 61.8% measure the effectiveness of their creative, compared to 76.5% who measure the effectiveness of their media spend and 11.7% who still don’t measure either.

READ MORE: Measuring the magic: Why brands need to refocus on the effectiveness of creativity

Elsewhere in the podcast Marketing Week also talks about how brands like Burger King, Pizza Hut and Mondelēz are seeking to change perceptions and prove that just because digital is highly measurable does not mean it should not have the flair and emotion of about-the-line advertising.

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