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VML’s Tyler Murray: Over Half of Media Incrementality Comes From Creative. But Everyone Ignore It – Beet.TV
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VML’s Tyler Murray: Over Half of Media Incrementality Comes From Creative. But Everyone Ignore It – Beet.TV
CANNES – As CMOs face mounting pressure for short-term sales results, they’re overlooking their most powerful performance driver: creative itself. “One of our major CPG clients did a major study [on] what’s driving incrementality within their media. And they found 51% of that incrementality is from the creative itself,” Tyler Murray, chief enterprise solutions officer at WPP Group agency VML, told Beet.TV contributor David Kaplan at the Cannes L…
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