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“Where brands are focused on the short term, creative is often deprioritised in favour of fast response or price-focused messaging. And yet advertising creative is one of the most powerful drivers of brand and business success. In fact, research company D2D established that after brand size, creative is the second biggest factor in advertising profitability, increasing advertising profitability by a factor of 12, well ahead of tactics such as targeting, seasonality or media channel selection.”

- Dentsu Group

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