After media and innovation, we once again have a new theme lined up for the Brand Growth concept this year. In 2020 we’re focusing on the role of Creative Development. For years we’ve been hearing that good creatives ensure that the GRP’s work better. But at the same time, we notice that in many organisations reach, media and media pressure receive a lot of attention, and creative development doesn’t get that same attention until much later in the process. But there are more fields of tension when it comes to creative development. Think of the role of the people in the creative department that want to make nice things above all else. But do ‘nice thinks’ correlate with ‘effect’? And how consistent, or inconsistent, do you have to be?
At the end of last year, a publication revealed that the effects of communication have gone down considerably in the last 10 years. Which would be caused by the fact that creatives don’t have as much depth anymore, and are therefore less responsive to emotion. Is that truly the case, or is this an effect of the fragmented media landscape? This year, we are once again presenting these and many more questions to more than 100 top marketeers in vision meetings in the Netherlands, Germany and the UK. Followed by a large-scale quantitative study in partnership with Adformatie, Werben & Verkaufen and MarketingWeek.
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