It seems that everyone knows what advertising is, and yet, when a piece is examined against criteria they often miss the mark, so much so that the return on investment isn’t measurable or measured.
Most advertising becomes filtered out by people for being just noise.Studies show that spending on unmeasured advertising is increasing, especially on digital platforms, promotions, experiences and direct marketing. Often, the creatives get free license and go ‘off script’ in terms of the marketing plan and IMC, replacing these with crude impulses that have ephemeral effects. For us, this is just banging and crashing in the playground.
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