Lisa Overall, Managing Director of Creatalytics, a company that is closing the impact gap between media and message and maximising return on creative investment, discusses the intricate relationship between brand performance and creative optimization. She explains the role of creative analytics in enhancing media effectiveness, and the constraints that can drive creativity. 
In 1964, when Marshall McLuhan wrote “The medium is the message” there has been an on-going advertising conundrum – is it the content or the channel? Is it the creative and the media? Is it the message or the medium?
Karen Nelson Field has demonstrated that the choice of media channel impacts the attention, but the creative messaging is responsible for triggering the action.
So, assuming both are essential, how do we ensure the media and the message are working together, particularly in a world where there is so many different media choices?
Lisa shares her views on the future of measuring creative performance, the impact of time on consumer response, and the opportunities presented by social media for testing and learning.
Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 
Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 
Listen on Stitcher: https://www.stitcher.com/show/managing-marketing 
Listen on Podbean: https://managingmarketing.podbean.com/ 
For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 
Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Lisa Overall And Darren Discuss Bridging The Gap Between Media And Message

Managing Marketing is a weekly podcast hosted by the marketing subject matter experts at TrinityP3 Global Marketing Management Consultants.
Each podcast is a conversation with a thought-leader, expert, professional or practitioner of marketing, media, advertising and communications on the issues, insights and opportunities in the marketing management category.
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TrinityP3 is the leading global marketing management consultancy with offices in Sydney, Singapore, London and New York. 
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New tracks tagged #creatalytics