Back to basics!

We are seeing a very clear decline in creative effectiveness, mainly due to clients focusing on data and neglecting gut feelings. No one can argue with the fact that a rigorous measurement strategy is necessary if marketers are to be confident that they are making the correct decisions. However, we need to be aware of not falling into the trap of measuring output, like clicks or phone calls: outputs are not the same as outcomes and can lead to misguided thinking. Think business success, not clickbait. GO CHANGE!!!