Category: Creative Quality
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Creative Gauge
“I like the creative. But will it work?” That’s the question every insight leader and CMO is trying to answer. And it usually gets answered too late. Most creative testing happens after the work is done. After decisions are locked. After budgets are committed. At that point, testing is a checkpoint, not a tool for…
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| Video Blog | Why Your Brand’s Value Proposition Matters Most
Your brand’s value proposition is the cornerstone of success in advertising. As I discussed in my previous video, creative quality reigns supreme, but it all starts with a solid value proposition and brand promise. At MSW Research, our extensive research across countless creatives and leading brands has shown time and again that without a strong…
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| Video Blog | Creative Quality vs. Media Spend
In marketing, quality beats quantity. When it comes to crafting a successful marketing plan, the setup and creativity are paramount. The numbers don’t lie: spending alone only explains 13% of sales change, while creative quality explains a whopping 52%. That’s four times more impact! 💡 While spending has its place, it’s the strategic execution and…