Commentary
Creative R&D: Brands Struggle To Measure Value
- by Ray Schultz , Columnist, June 5, 2025
Creative is one of the key drivers of marketing
performance. But too few brands are able to determine that value, judging by Demystifying Creative Intelligence, a study by Winterberry Group.
Brands face the following
challenges in documenting the power of their creative investments:
- Ability to explain the connection to sales …
Ray Schultz is the former editor of DM News, Chief Marketer, Direct, Circulation Management and other marketing titles.
