Hall & Partners reposted this
In today's fast-paced marketing landscape, the pressure to deliver quick results often puts creativity on the back burner. The irony? Pre-testing, designed to optimise ad effectiveness, might actually be stifling the very creativity that drives long-term brand growth. In my latest article, I dive into the pre-testing conundrum. Too often, standardised testing and rigid metrics overshadow innovation, leading to formulaic ads that may score well but lack the spark needed to truly connect with audiences. It's time to reframe pre-testing as a tool for iterative learning, not a final verdict. By integrating consumer insights early and customising our approach to testing, we can nurture creativity, push boundaries, and ultimately, deliver campaigns that resonate deeply with consumers. Let's challenge the shortcut culture and embrace a more thoughtful approach to measuring and fostering creativity. #MarketingStrategy #CreativeDevelopment #BrandGrowth #Innovation #AdvertisingEffectiveness #MRX Hall & Partners https://lnkd.in/eb6CgG-c
