Sometimes only taking something apart shows you exactly how it works; and that’s our starting point for pre-testing and post-exposure analysis of communications. We take four performances measures: Appreciation tells us how an ad is received in terms of relevance and creativity; Branding checks whether a message’s sponsor is recognised; Communication examines persuasion, involvement and saliency models, straight from the creative brief; and Desired Effect on the Brand speaks for itself. Yes, we probably should have called it the ABCDE of Advertising.
For clients as varied as McDonald’s, Mercedes-Benz, NSPCC and Weetabix, we’ve given insights into many a campaign’s achievements and clear future guidance for any future activity.