Andrew Teman
@andrewteman
Andrew Teman
Financial analysis for marketers
Incrementaility and attribution
How advertising provides pricing power
Breakdown/Behind the scenes of the famous Boddington's campaign
Peter Field & I recommend that marketers use a mix of “brand building” & “activation” comms. Our research suggests the optimum split is usually ~60% brand, ~40% activation, but varies by context.
But why split brand & activation at all? Why not do both at once?
1/16
Les Binet thread on brand and activation
100 Things every planner should know
On creativity not trumping effectiveness
Marketing Response Curves: The Science of Diminishing Returns and Saturation
Hunting Byron Sharp in the wild
medium.com
Hunting Byron Sharp in the Wild