Millward Brown Client Success Story 3
2
Historically, TV spots for this major financial services firm were not tested prior to airing. To justify continued advertising investment, the CMO needed proof that creative quality drove in-market sales. CHALLENGE Millward Brown partnered with the client's in-house modeling team and market mix modeling agency to prove that copy quality is predictive of in-market results. Our client's modeling team calculated that using Link to optimize creative would have resulted in $33M improvement of in-market sales. INSIGHTS IN-MARKET RESULTS $33M Using Link™ to Optimize Creative Sales Improvement CHAMPIONS OF CREATIVE LINK ™ DRIVES STRONGER FINANCIAL SERVICES ADS SALES MODELING PROVES VALUE OF LINK COPY TESTING AND REVEALS HOW TO IMPROVE ADVERTISING ROI
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See how sales modelling proved the value of Link copy testing and revealed how to improved advertising ROI
Transcript of Millward Brown Client Success Story 3
Historically, TV spots for this major financial services firm were not tested prior to airing.
To justify continued advertising investment, the CMO needed proof that creative quality drove in-market sales.
CHALLENGE
Millward Brown partnered with the client's in-house modeling team and market mix modeling agency to prove that copy quality is predictive of in-market results.
Our client's modeling team calculated that using Link to optimize creative would have resulted in $33M improvement of in-market sales.
INSIGHTS IN-MARKET RESULTS
$33M
Using Link™ to Optimize Creative
Sales Improvement
CHAMPIONS OF CREATIVE
LINK™ DRIVES STRONGER FINANCIAL SERVICES ADSSALES MODELING PROVES VALUE OF LINK COPY TESTING AND REVEALS HOW TO IMPROVE ADVERTISING ROI
GLOBAL: [email protected] AMAP: [email protected]
EUROPE: [email protected]
NORTH AMERICA: [email protected]
LATAM: [email protected]
See more at Millward Brown.
IS YOUR CREATIVITY PAYING?To learn how better creative generates stronger sales, contact us.
The company now tests all of its TV spots to ensure they will generate return on investment.
ACTION
"We now copy test all of our new ads with Millward Brown. Link validated that we were meeting our goal of emotionally connecting and, importantly, identified other areas for improvement. The agency revises ads using Millward Brown's recommendations, resulting in much better ads."
– EVP Marketing Financial Services Brand
"This research is worth its weight in gold. Millward Brown has shown that we clearly need to revisit our strategy."
– SVP, Corporate InsightFinancial Services Brand
IMPACT
