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[Music] nine big brands more than nine thousand submissions to the EFIs fifty years half a century of marketing advertising and effectiveness what can we learn from this enormous data set about what does and doesnt work when it comes to effectiveness well I guess having read all of these cases and look to all of these outcomes the first thing we can do is identify what a perfectly effective marketing campaign would look like it would start with qualitative and then quantitative diagnosis of the situation taking time to work out whats going on it would move to clear strategic objectives not too many of them with a benchmark and a goal wed see a combination with in that campaign of some long mass-marketed brand driven work which goes across many many years and some shorter multiple targeted performance-based work which goes after short-term big hit results wed see a tight differentiated position at the heart of everything wed have a heavily and consistently codified execution so i
