#growth-and-marketing

Good meta-analysis of studies on the role of creative vs media planning and buying in driving business outcomes. The conclusion is that both are important yet creative has a bigger effect. Worthy to read the summaries of all the studies https://img1.wsimg.com/blobby/go/6586ee04-5a18-4617-88f5-5ac63bc5b39d/Creative%20and%20Media%20March%202025.pdf