Sin #7: Bad Measurement

In an age where digital channels allow more exposure, click-through, and even purchase rates -- brands have routinely failed at measurement. 

All too often, we see brands discussing their measurement strategy after the campain but due to this they are often not set up to ask the right questions. 

Advertising is an evolving process. Recognizing, embracing, and getting better at strategic planning via the creative brief is one means to having more impactful campaigns.