The Biggest Differentiator Of Effective Marketing: Bravery

A study of 6,000 ad campaigns shows: bravery in advertising pays off.

A recent study evaluated the last 50 years of award-winning ad campaigns and found that the safest campaigns did pretty well, the slightly-brave campaigns did the worst, and the bravest campaigns were off the charts in terms of effectiveness.

Other insights: a campaign is most effective if it has two objectives and combines both mass- and targeted messaging; the longer a campaign runs, the more effective it is; and the more channels a campaign runs on, the more effective it is.

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