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
The latest ad films and campaigns from brands like District by Zomato, CRIF India, Himalaya BabyCare, Episoft, House of Glenfiddich, Cumin Co. Scalefusion, and more, in our weekly roundup.
Titan’s ‘Humari Diwali’ film spotlights retail staff who keep the festive spirit glowing—even as they spend it behind the counter.
.jpg&h=268&w=401&q=100&v=20250320&c=1)
As festive ad clutter peaks, reward-led engagement — with experiential incentives, gamified participation, and frictionless redemption — can help brands cut through noise.
.jpg&h=268&w=401&q=100&v=20250320&c=1)
As gen AI powers faster campaign production, marketers confront a new paradox — efficiency at the expense of emotion, and originality lost in translation.
.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)
.jpg&h=334&w=500&q=100&v=20250320&c=1)
.jpeg&h=268&w=401&q=100&v=20250320&c=1)
