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Gimme! Lessons Learned:
Creative is King. Ensure it is Great.
Learn why more than 75% of the success of an ad campaign hinges on "creative" by downloading a complimentary excerpt from Gimme! The Human Nature of Successful Marketing.
In our Ipsos advertising database, we observe a large range of difference in ad recall at the same level of media exposure (1,000 cumulative TRPs of exposure in North America). Some campaigns have improved recall immensely (+30% point gains in ad recall), while others have allowed historic ad recall to decay (ending up with lower recall than at the start of the campaign: –20% points). This illustrates the importance of good creative in driving success.
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