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 Architect’s five-step approach to developing creative 


Order our new book on TV advertising: https://www.marketingarchitects.com/book
Resource: “There’s a gulf between how consumers and and how marketers think they act:Ipsos” by The Message
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