Episode 5

DOES AWARD-WINNING CREATIVE ACTUALLY WIN?

For performance marketers, having the right creative is essential. That’s why conducting research and pretesting to better understand the consumer are more important than winning awards—and ultimately will be better for the bottom line. 

In this episode, we’re talking with Rob DeMars, Chief Creative Officer at Marketing Architects, about how to develop commercials that drive results.

Topics Covered

• Why high production value doesn’t necessarily lead to better performance

• Why savvy marketers pretest creative

• Marketing Architects' five-step approach to developing creative

Episode Highlight

“It’s so key to make sure that you really pretest and put in all of this analysis before you air because ultimately, brands aren’t built by agencies, they’re built by customers. And at the end of the day, I’m going to sit here and pontificate about all the different ways your brand should come to life, but I’m an expert in my opinion. At the end of the day, I’ve got to get my own ego out of the way and get your customer in charge of where we need to bring your messaging strategy. And that’s kind of the belief strategy we bring to the table every day where we’re getting down to create our client’s work.”

—Rob DeMars