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THE LEADING CAUSE OF DEATH IN NEW MEDIA TESTS (AND HOW TO PREVENT IT) PART II

Now where were we? Oh yes, your tests are failing, or at least not showing a path to scale your media as far as your goals require. We’ve identified the mismatch between the deadlines you dictate for your investments before acceptable performance is realized, versus the deadlines you’ve articulated to the audience in your commercials […]

The Leading Cause of Death in New Media Tests (and How to Prevent it) Part I

Your spouse needs you to call the contractor but doesn’t mention your bill is going to double if you don’t call today. The principal leaves you a voicemail and fails to mention they are deciding if they will expel your kid or not in the next hour. Your boss wants to see you but didn’t mention your […]

A Setup Is a Terrible Thing to Waste

Don’t call it a comeback. -LL Cool J, Mama Said Knock You Out It was a bright cold day in April, and the clocks were striking thirteen. -George Orwell, 1984 Are you watching closely? -Christopher Nolan, The Prestige   Great opening lines immediately claim all the real estate in your mind. There is no space […]

This Week’s Creative Breakdown – MileIQ

“So then, because you are lukewarm and neither cold nor hot, I will vomit you out of My mouth.” So says the Book of Revelation and so says The Influencer about this ad from MileIQ. Read below to learn the reasons why and how you can avoid this same fate of mediocrity in this week’s […]