Andrew Robertson, president and CEO of BBDO Worldwide, speaks to Media TV about the challenges of making creativity effective.It takes a lot of work to measure effectiveness, you’ve got to put the time and effort and resource into building the models that are necessary to isolate the affects of individual investments in media and individual messages that makes up your campaigns, says Robertson.
Andrew Robertson, president and CEO of BBDO Worldwide, speaks to Media TV about the challenges of making creativity effective.
It takes a lot of work to measure effectiveness, you’ve got to put the time and effort and resource into building the models that are necessary to isolate the affects of individual investments in media and individual messages that makes up your campaigns, says Robertson.
He goes on to say that agencies and clients don’t do enough in this area but solutions take work.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
.jpg&h=268&w=401&q=100&v=20250320&c=1)
From in-housing to automation, its WAVES push forces marketers and creative shops to rethink their value in an AI-first content economy.
.png&h=268&w=401&q=100&v=20250320&c=1)
OMD holds strong in second position while Publicis' Starcom climbs the highest after retaining Dabur's media mandate.
Based on $2.4 billion in ad spend across 1,300 apps, AppsFlyer’s latest report reveals why emotional storytelling, tutorials and platform-native talent now outperform big-budget creative in mobile marketing.
.jpg&h=268&w=401&q=100&v=20250320&c=1)
As digital OOH evolves, Indian brands will need to embrace AI and programmatic to unlock its full potential, says Radiowalla Network Limited’s chief operating officer.
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpeg&h=268&w=401&q=100&v=20250320&c=1)
