The most important lesson in Marketing is also the simplest: Successful Marketing requires incredible Creative, and sufficient Media weight.
Simple, no? Yet, in my experience, it is rare that either part of that equation is understood or optimally executed. This disappointing reality limits the success for your Performance Marketing campaigns, and is death for your Brand Marketing campaigns. 1. Creative. 2. Media weight. There is, of course, extraordinary complexity underneath getting both of them right. Brand ethos. Storytelling. Aspirational audience focus or CMO-happiness focus. And, 17 more layers for the Creative. Plus… Channels. Frequency shaping. Spike and sustain budgets. And, 47 more layers to get to sufficiency re Media…
Keep reading: Marketing: Win Before You Spend: Pre-Test Creative + Media Sufficiency. »
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