Insights for clearer marketing decisions
Practical notes on stronger briefs, useful media choices, coherent creative systems and responsible measurement.
Start with the decision
Research, metrics and creative exploration are most useful when they help a team make a defined choice.
Give channels clear roles
A media plan becomes easier to evaluate when every channel has an audience, a job and a useful measure.
Measure for learning
Good reporting separates observations from interpretation and identifies the decision that follows.