[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fimmy-fox":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":161,"head_links":163,"breadcrumbs":149,"posts":167,"pages":144,"head":1039},"Immy Fox","","With over 8 years of experience in the creative industry, I’ve had the opportunity to work both agency-side and in-house, starting as a graphic designer and growing into my current role as Associate Director, Head of Creative.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":40,"page_content_modules":96,"hero":145},"Associate Director, Head of Creative","\u003Cp>Associate Director, Head of Creative. Joined Impression in April 2024.\u003C\u002Fp>\n\u003Cp>With over 8 years of experience in the creative industry, I’ve had the opportunity to work both agency-side and in-house, starting as a graphic designer and growing into my current role as Head of Creative. In recent years, I’ve led global in-house creative teams to create impactful advertising campaigns. Over the years, I have honed my expertise in performance marketing, advertising campaigns, art direction, and brand development.\u003C\u002Fp>\n\u003Cp>The team works on a huge range of projects across our clients, so no day is ever the same. One day we’ll be creating video content for a performance marketing campaign and the next we’ll be designing artwork for venue branding. The team works across a diverse range of projects, from rolling out artwork to shaping brand identities.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBack in the day, I used to play Lacrosse for Scotland.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me enjoying country side walks & eating lots of good food with some nice wine.\u003C\u002Fp>\n",[13,30],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},23849,"98","2023-07-26 15:54:18","Creative","publish","closed","creative","2025-10-30 09:23:35",33,"\u002F?page_id=23849",0,"page","0","raw","\u002Fdigital-marketing\u002Fcreative\u002F",{"page":31,"link_text":39},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":23,"guid":37,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":38},108,"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 17:34:16","\u002F?page_id=108","\u002Fdigital-marketing\u002Fstrategy\u002F","Strategy",{"ID":41,"id":41,"title":42,"filename":43,"filesize":44,"url":45,"link":46,"alt":5,"author":47,"description":5,"caption":5,"name":48,"status":49,"uploaded_to":25,"date":50,"modified":50,"menu_order":25,"mime_type":51,"type":52,"subtype":53,"icon":54,"width":55,"height":56,"sizes":57},33328,"Imogen-Sheppardson","Imogen-Sheppardson.png",424730,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&q=90","\u002Fimogen-sheppardson-3\u002F","12","imogen-sheppardson-3","inherit","2025-05-29 11:57:09","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":58,"thumbnail-width":59,"thumbnail-height":59,"medium":60,"medium-width":61,"medium-height":62,"medium_large":63,"medium_large-width":64,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":71,"2048x2048":72,"2048x2048-width":73,"2048x2048-height":74,"post-thumbnail":75,"post-thumbnail-width":76,"post-thumbnail-height":77,"12_col":78,"12_col-width":79,"12_col-height":80,"default_landscape":81,"default_landscape-width":82,"default_landscape-height":56,"default_portrait":83,"default_portrait-width":56,"default_portrait-height":82,"6_col_and_margin_short":84,"6_col_and_margin_short-width":76,"6_col_and_margin_short-height":80,"11_col_and_margin":85,"11_col_and_margin-width":86,"11_col_and_margin-height":80,"9_col_rectangle":87,"9_col_rectangle-width":88,"9_col_rectangle-height":89,"11_col":90,"11_col-width":91,"11_col-height":80,"staff_image_696_600":92,"staff_image_696_600-width":55,"staff_image_696_600-height":56,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[97],{"acf_fc_layout":98,"reduced":99,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":100,"posts":101},"author_posts",true,"Immy Fox’s posts",{"data":102,"pages":144},[103,116,126,134],{"type_key":104,"title":105,"excerpt":106,"to":107,"postedAt":108,"readingTime":109,"image":110,"authors":111,"category":114},"post","Performance without soul: Why creative is the answer to the ad crisis","\u003Cp>The advertising landscape has been rapidly changing for years. Creatives have constantly had to adapt to new platforms, new trends, and new rules. But something has shifted more fundamentally recently, and it’s worth calling out: We’re in a creative crisis. Why AI-generated content is creating ad blindness AI-generated ads have flooded every feed with content […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhy-creative-is-the-answer-to-the-ad-crisis\u002F","2026-04-09T14:15:21",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Fsimone-stander-PVFTIL1DLGA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[112],{"name":4,"image":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FImogen-Sheppardson.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":18},"\u002Fblog\u002Fcategory\u002Fcreative\u002F",{"type_key":104,"title":117,"excerpt":118,"to":119,"postedAt":120,"readingTime":121,"image":122,"authors":123,"category":125},"The Power of Creative in Performance Marketing","\u003Cp>Now is the marketer’s call to action! It’s been found by multiple companies, such as Nielsen, Kantar and Google, that advertising effectiveness can depend on the creative by up to 70%! This, combined with the 4,000 ads we see every day on average, your ad needs to be one of the rare 16% that gets […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-power-of-creative-in-performance-marketing\u002F","2025-12-12T09:23:43",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[124],{"name":4,"image":113},{"to":115,"name":18},{"type_key":104,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":121,"image":131,"authors":132,"category":133},"Red Thread: How brands can break out of performance marketing","\u003Cp>There is a growing consensus in marketing that viewing brand and performance marketing as separate silos limits growth. WARC’s recent study on the relationship between brand and performance has prompted a much-needed reassessment.  The conversation has shifted – rightly – back to the fundamentals of marketing. From quick wins to long-term value, from isolated metrics […]\u003C\u002Fp>\n","\u002Fblog\u002Fred-thread-brand-performance-marketing\u002F","2025-07-08T14:53:17","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002Falex-0101-oY4MOA45UWw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[],{"to":115,"name":18},{"type_key":104,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":109,"image":139,"authors":140,"category":141},"Creative testing and experimentation [Video series]","\u003Cp>Creative testing and experimentation help identify which ad creatives, messaging, and formats drive the best results. Using A\u002FB tests and other experiments, marketers can measure the impact of creative variations on key metrics like conversions, engagement, and brand lift. A strong measurement approach ensures data-driven decisions, optimises performance, and maximises ROI, making campaigns more effective […]\u003C\u002Fp>\n","\u002Fblog\u002Fcreative-testing-and-experimentation-video-series\u002F","2025-07-22T10:00:03","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FCreative-Testing-and-Experimentation_Featured-Image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[],{"to":142,"name":143},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing","1",{"type":146,"style":147,"title":148,"heading":4,"intro":11,"services":12,"breadcrumbs":149,"photo":58,"social":161},"author","dark","Meet the Team",[150,153,156,159],{"path":151,"name":152},"\u002F","Home",{"path":154,"name":155},"\u002Fabout\u002F","About Us",{"path":157,"name":158},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":160,"name":4},null,{"twitter":5,"linkedin":162},"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fimogen-fox-a419aa106\u002F",[164],{"rel":165,"href":166},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fimmy-fox\u002F",[168,486,672,857],{"id":169,"date":170,"date_gmt":170,"guid":171,"modified":108,"modified_gmt":108,"slug":173,"status":19,"type":104,"link":107,"title":174,"content":175,"excerpt":178,"author":179,"featured_media":180,"comment_status":20,"ping_status":20,"sticky":177,"template":5,"format":181,"meta":182,"categories":185,"collections":187,"coauthors":188,"class_list":190,"acf":198,"head_links":199,"breadcrumbs":200,"url_path":107,"search_description":184,"featured_image_urls":207,"authors":242,"type_nicename":253,"reading_minutes":109,"category":254,"yoast_title":183,"yoast_meta":256,"yoast_json_ld":312,"_links":437},37845,"2026-04-09T14:15:19",{"rendered":172},"\u002F?p=37845","why-creative-is-the-answer-to-the-ad-crisis",{"rendered":105},{"rendered":176,"protected":177},"\n\u003Cp>The advertising landscape has been rapidly changing for years. Creatives have constantly had to adapt to new platforms, new trends, and new rules. But something has shifted more fundamentally recently, and it’s worth calling out: We’re in a creative crisis.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-ai-generated-content-is-creating-ad-blindness\">\u003Cstrong>Why AI-generated content is creating ad blindness\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>AI-generated ads have flooded every feed with content that is faster, cheaper, and increasingly indistinguishable, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ana.net\u002Fmagazines\u002Fshow\u002Fid\u002Fnews-2025-07-18-gen-ai-for-video-ads\">with one-third of ads claimed to be generated by AI\u003C\u002Fa>. At the same time, brands are pouring more budget into conversion metrics and are losing sight of what their audiences actually need. As a result, customers have developed a new kind of ad blindness, not just ignoring bad ads, but all ads. \u003C\u002Fp>\n\n\n\n\u003Cp>Those ads that are noticed are blurring together, lacking the distinctiveness or identity that makes anything stick. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnielseniq.com\u002Fglobal\u002Fen\u002Fnews-center\u002F2024\u002Fniq-research-uncovers-hidden-consumer-attitudes-toward-ai-generated-ads\u002F\">Nielsen research\u003C\u002Fa> warns that AI content can have a detrimental effect on brand equity. Audiences are incredibly sensitive to AI content, with consumers intuitively identifying almost all AI-generated ads. Therefore, key customer attention is lost, whilst they subconsciously determine if an ad is real, pulling attention away from the main message and reducing brand recall. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"performance-ads-are-the-new-cold-calling\">\u003Cstrong>Performance ads are the new cold calling\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Performance ads are becoming the new cold calls. Driven by the data of what has worked in the past, not what will engage in the future. And in this short-termism, we’re quietly eroding the very thing that makes advertising work in the first place, trust and familiarity. The outcome? Customers who are harder to convert, and stakeholders demanding greater returns. It is often a no-win situation for marketers.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The antidote isn’t more AI, it’s more human storytelling. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The brands cutting through aren’t only doing it with smarter targeting or faster production. They’re doing it by showing their audiences that they don’t just understand them — they relate to them. Storytelling, brand character, and emotional resonance are what separate forgettable brands from ones people actually choose.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"take-a-long-term-view-of-performance-ads-with-human-storytelling\">\u003Cstrong>Take a long-term view of performance ads with human storytelling\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Great \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">creative\u003C\u002Fa> doesn’t\u003Cem> just \u003C\u002Fem>convert. It compounds. Every pound invested in awareness-level storytelling builds brand equity that makes future campaigns work harder. But in the rush to show stakeholders short-term results, that upper-funnel investment is the first thing cut — and that’s where the cycle begins. We need to stop rewarding short-term reassurance over long-term impact. According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmaynardpaton.com\u002Fwp-content\u002Fuploads\u002F2019\u002F12\u002FSYS1-long-and-short-of-it.pdf\">IPA data\u003C\u002Fa>, the ideal split is about 60% of your budget should be focused on long-term brand building, and 40% on short-term activations.\u003C\u002Fp>\n\n\n\n\u003Cp>Creative isn’t a metric, and it isn’t just a targeting mechanism on social. It’s an ecosystem, the infrastructure that the whole performance engine runs on. Performance ads without storytelling are just noise. Without it, you’re renting attention rather than earning it. And renting attention will always cost you more in the long run.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>The\u003C\u002Fstrong> \u003Cstrong>m\u003C\u002Fstrong>\u003Cstrong>arketing funnel is collapsing under “best practice”\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The traditional funnel model has started to collapse under the weight of this crisis. Our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fthe-hidden-cost-of-best-practice-in-performance-marketing\u002F\">obsession with best practice\u003C\u002Fa>, what stage of the funnel are we at, what’s the objective, has become one of the biggest creative limitations we’ve placed on ourselves. The ads that are working aren’t rigidly following funnel rules. They’re building brand worlds with storytelling and then converting within them. Ads that say more to a customer than ‘buy now’, and speak more to their intrinsic needs. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-future-of-converting-ads\">\u003Cstrong>The future of converting ads\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We got rid of cold calls because they stopped working. The era of performance without brand is ending for the same reason. The brands that recognise that now are the ones who’ll still be converting when the rest have burned through their audiences. \u003C\u002Fp>\n\n\n\n\u003Cp>If your paid media is hitting a wall, your budget is skewed too far towards performance, and you need a campaign designed for both the short and long-term, then \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">contact us today\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FCreative-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30125\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,{"rendered":106,"protected":177},186,37854,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":183,"_yoast_wpseo_metadesc":184,"inline_featured_image":177,"footnotes":5},"Performance without soul: Why creative is the answer to the ad crisis | Impression","Amidst an AI-driven creative crisis, performance ads need human storytelling to truly convert. Discover why emotional resonance is the key to ROI. Learn 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It’s been found by multiple companies, such as Nielsen, Kantar and Google, that advertising effectiveness can depend on the creative by up to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ana.net\u002Fmiccontent\u002Fshow\u002Fid\u002Faa-2024-11-creative-effectiveness\">70%\u003C\u002Fa>!\u003C\u002Fp>\n\n\n\n\u003Cp>This, combined with the\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fnew-spaces-to-drive-awareness-for-dtc-brands-and-retailers\u002F\"> 4,000 ads\u003C\u002Fa> we see every day on average, your ad needs to be one of the rare 16% that gets remembered.\u003C\u002Fp>\n\n\n\n\u003Cp>So, how can you ensure your creative stands out and drives results?\u003C\u002Fp>\n\n\n\n\u003Cp>It’s easy to get caught up in the numbers, the media mix, and budget allocation. But we’ll be exploring why giving your creative the attention it deserves isn’t just an option, it’s absolutely crucial for success.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-creative-matters-more-than-ever\">\u003Cstrong>Why Creative Matters More Than Ever\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The biggest crime a creative can commit is to be \u003Cem>boring\u003C\u002Fem>. The market is already saturated, and simply throwing an advertisement out there isn’t enough.\u003C\u002Fp>\n\n\n\n\u003Cp>Imagine a line-up of similar products, like headphones. It’s the brand’s unique creative; the colours, the fonts, the photography that signal who they are and what they stand for. Creative is the signpost that helps customers navigate their choices and understand your unique selling proposition (USP). It’s the core of your brand’s personality, and it’s what builds that all-important emotional connection with your audience. Without that, you risk being just another face in the crowd or, even worse, being mistaken for a competitor.\u003C\u002Fp>\n\n\n\n\u003Cp>We could list off a few buzzwords which are seen in countless blogs: ‘it must make an impression’, ‘break through the noise’. Whilst the theory makes sense, yes, your brand must be instantly recognisable, strong and differentiated, they don’t exactly tell you the answers you need to hear to achieve that.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-superpower-of-experimentation\">\u003Cstrong>The superpower of experimentation\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Nothing upsets stakeholders more than risk. This leads to many \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.forbes.com\u002Fcouncils\u002Fforbescommunicationscouncil\u002F2025\u002F05\u002F23\u002Fthe-edge-gap-why-experimentation-is-the-most-important-skill-for-brands-in-2025\u002F\">brands being risk-averse\u003C\u002Fa>. Sticking to what you know and relying on opinions over data-driven insights can cause some serious problems for performance. \u003C\u002Fp>\n\n\n\n\u003Cp>Creative is \u003Cem>subjective\u003C\u002Fem>, and feedback loops with a lot of stakeholders can slow things down and lead to less effective assets.\u003C\u002Fp>\n\n\n\n\u003Cp>This is where \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcreative-testing-and-experimentation-video-series\u002F\">experimentation\u003C\u002Fa> comes in. It’s the \u003Cstrong>creative\u003C\u002Fstrong> \u003Cstrong>superpower\u003C\u002Fstrong>! \u003C\u002Fp>\n\n\n\n\u003Cp>By using data to guide your decisions, you can quickly determine what works and what doesn’t. Instead of debating whether a certain colour is better, you can confidently say, “The data shows that a light background performs best with our audience.” This approach takes the subjectivity out of the equation, leading to better-performing assets and faster turnaround times.\u003C\u002Fp>\n\n\n\n\u003Cp>However, being too cautious also risks boring your customers (the death of anything creative!) To truly win, you need to experiment with different concepts, messages, story arcs, and formats (like UGC, carousels, or statics). The more you put out there and the more you test, the more valuable insights you could gain about what genuinely resonates with your audience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"creative-fatigue\">\u003Cstrong>Creative Fatigue\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>You’ve most likely seen an ad before that once you see it again, again, and again, you begin to associate a negative stigma to it. So keep in mind that an ad can start to lose its effectiveness \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Finfluee.co\u002Fblog\u002Fad-fatigue-facebook\">in as little as a few days\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>This is known as creative fatigue, and is another reason why keeping your content fresh and engaging is so important. This doesn’t always mean creating a whole new campaign; sometimes, a simple change to the hook or the opening frame is all it takes to revitalise an asset. Regularly monitoring your creatives helps you spot signs of fatigue early and maintain strong performance across your campaigns.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-go-then-grow-method\">\u003Cstrong>The ‘Go, then grow’ method\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Consistency is key for brand recognition, but it shouldn’t stop you from exploring new ideas. The \u003Cstrong>go, then grow\u003C\u002Fstrong> method is a smart way to balance these two priorities.\u003C\u002Fp>\n\n\n\n\u003Cp>Start by testing a new concept on a small scale. If it performs well, you can then “grow” it by putting more budget behind it or expanding it to other channels. If it flops, you can stop it before it gets too big. \u003C\u002Fp>\n\n\n\n\u003Cp>This approach minimises risk while still allowing you to innovate. A great example is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002Fhow-coors-light-turned-broken-digital-ad-viral-sports-marketing-moment\">Coors Light\u003C\u002Fa>, which created a social ad based on a viral moment, and because it performed so well, they were able to expand it into limited-edition cans and further advertising.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002Fhow-coors-light-turned-broken-digital-ad-viral-sports-marketing-moment\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2036\" height=\"1138\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Fcoors-light.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-35267\"\u002F>\u003C\u002Fa>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"Source: The Drum\">Source: The Drum\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"creative-across-the-funnel\">\u003Cstrong>Creative across the funnel\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s tempting to pour most of your budget into bottom-of-the-funnel conversion ads because the ROI is easy to track. However, this is a short-sighted strategy. You can’t convert customers who don’t know who you are.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-medium_large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1440\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F06\u002FBrand-vs-Peformance_04.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33573\" style=\"width:416px;height:auto\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Creative should be working hard at every stage of the funnel:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Awareness:\u003C\u002Fstrong> Tell a bigger story. Focus on who you are, what you offer, and why a customer should identify with you.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Consideration:\u003C\u002Fstrong> Address why you’re better than the competition. Highlight benefits, build trust, and prove your value.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Conversion:\u003C\u002Fstrong> Remove all friction to make the buying process as easy as possible.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Putting budget into the top and middle of the funnel is a long-term investment. While the results might not be immediate, you’ll ultimately build greater brand awareness and customer loyalty, making future conversions easier and more efficient.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-winning-combination\">\u003Cstrong>The Winning Combination\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The most impactful performance happens when three elements work together seamlessly:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>A Clear Brand with a Strong Product Position:\u003C\u002Fstrong> You know your value proposition and your direction.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>A Cohesive Campaign:\u003C\u002Fstrong> Your top-level messaging and creative vision are clear.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Performance Marketing:\u003C\u002Fstrong> You are constantly exploring, testing, and learning from your data.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>When these three components align, you create a powerful, unforgettable experience that truly connects with customers and drives exceptional results.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FCreative-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30125\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":118,"protected":177},35270,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":498,"_yoast_wpseo_metadesc":499,"inline_featured_image":177,"footnotes":5},"The Power of Creative in Performance Marketing | Impression","Unlock your campaign's full potential! Discover data-driven strategies for maximum creative effectiveness and brand recognition. Read more.",[186],[],[189],[504,104,192,193,194,195,196,197],"post-35264",[],[],[508,509,510,511],{"path":151,"name":152},{"path":203,"name":204},{"path":115,"name":18},{"path":160,"name":117},{"thumbnail":513,"medium":514,"medium_large":516,"large":518,"1536x1536":520,"2048x2048":522,"post-thumbnail":524,"12_col":526,"default_landscape":528,"default_portrait":530,"6_col_and_margin_short":532,"11_col_and_margin":534,"9_col_rectangle":536,"11_col":538,"staff_image_696_600":540,"rectangular_thumbnail":542},{"url":122,"width":209,"height":209},{"url":515,"width":61,"height":61},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=113&q=90&w=200",{"url":517,"width":64,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=433&q=90&w=768",{"url":519,"width":216,"height":217},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":521,"width":70,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=865&q=90&w=1536",{"url":523,"width":73,"height":73},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1154&q=90&w=2048",{"url":525,"width":76,"height":77},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":527,"width":79,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":529,"width":82,"height":56},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":531,"width":56,"height":82},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":533,"width":76,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":535,"width":86,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":537,"width":88,"height":89},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":539,"width":91,"height":80},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":541,"width":55,"height":56},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":543,"width":94,"height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002Ffabio-spano-2J_QIuQg9zk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[545],{"id":179,"path":244,"display_name":4,"job_title":10,"description":6,"avatar_url":113,"acf":546},{"job_title":10,"full_bio":11,"specialist_service_links":547,"photo":552},[548,550],{"page":549,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"page":551,"link_text":39},{"ID":32,"post_author":16,"post_date":33,"post_date_gmt":33,"post_content":5,"post_title":34,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":35,"to_ping":5,"pinged":5,"post_modified":36,"post_modified_gmt":36,"post_content_filtered":5,"post_parent":23,"guid":37,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":38},{"ID":41,"id":41,"title":42,"filename":43,"filesize":44,"url":45,"link":46,"alt":5,"author":47,"description":5,"caption":5,"name":48,"status":49,"uploaded_to":25,"date":50,"modified":50,"menu_order":25,"mime_type":51,"type":52,"subtype":53,"icon":54,"width":55,"height":56,"sizes":553},{"thumbnail":58,"thumbnail-width":59,"thumbnail-height":59,"medium":60,"medium-width":61,"medium-height":62,"medium_large":63,"medium_large-width":64,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-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is a growing consensus in marketing that viewing brand and performance marketing as separate silos limits growth. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fpage.warc.com\u002Fthe-multiplier-effect-report\">WARC’s recent study\u003C\u002Fa> on the relationship between brand and performance has prompted a much-needed reassessment. \u003C\u002Fp>\n\n\n\n\u003Cp>The conversation has shifted – rightly – back to the fundamentals of marketing. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fipa.co.uk\u002Fknowledge\u002Fdocuments\u002Fthe-long-and-the-short-of-it-presentation\">From quick wins to long-term value\u003C\u002Fa>, from isolated metrics to integrated strategy. However, for many brands and businesses that’ve grown up in digital marketing, making the leap from performance to brand can feel like a risk: big costs, slow returns, and high expectations.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve observed that ambitious brands know that they need to differentiate their brand and give potential customers a reason to choose them over their competitors, but they’re not sure how to do it. Betting everything on a TV ad or an expensive rebrand comes with a risk. \u003C\u002Fp>\n\n\n\n\u003Cp>That’s where \u003Cstrong>Red Thread\u003C\u002Fstrong> thinking comes in. Red Thread is how marketers make brand-building more accessible to brands who haven’t navigated this yet, without losing focus on short-term effectiveness, whilst tying directly into performance activation; so brand and performance aren’t fighting for attention, they’re reinforcing each other and fuelling the ongoing success of the business.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"whats-the-red-thread-framework\">\u003Cstrong>What’s the Red Thread Framework?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The \u003Cstrong>Red Thread\u003C\u002Fstrong> \u003Cstrong>Framework\u003C\u002Fstrong> is a unifying idea that weaves through all brand touchpoints (such as the advertising creative, the strategy behind the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">Paid Media\u003C\u002Fa> tactics or the messaging on the website), ensuring that every piece of marketing feels aligned and intentional. When done well, it creates a consistent brand presence that resonates more deeply with audiences and drives stronger, longer-lasting impact. For example, telling a story consistently across multiple touchpoints has been shown to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmagicnumbers.co.uk\u002Farticles\u002Fin-brand-building-now-its-the-little-things-that-count\u002F\">increase ROI by up to 65% and brand impact by up to 234%\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Unlike a traditional campaign idea, a Red Thread is not short-lived or surface-level. It’s rooted in:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"brands-unique-value\">\u003Cstrong>Brand’s unique value\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>What sets your product or experience apart from the competition? Often also described as the USP, this is the distinctive element we believe our audience will most care about.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"audience-motivators\">\u003Cstrong>Audience motivators\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The emotional or practical drivers that influence why your audience might want or need your product.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"white-space\">\u003Cstrong>White Space\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The part of the category you aim to own. It’s the overlap between what your audience cares about, what you’re best at, and what competitors aren’t saying (or aren’t saying well).\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Red Thread is a deeper, more strategic tool that brings creative and marketing into sharp alignment. Once identified, this Red Thread becomes the foundation for all activity, keeping campaigns connected over time, while still leaving room for evolution and creative flexibility.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"case-study-norse-atlantic-airways-%e2%9c%88%ef%b8%8f\">\u003Cstrong>Case Study: Norse Atlantic Airways\u003C\u002Fstrong> ✈️\u003C\u002Fh2>\n\n\n\n\u003Cp>While each brand’s ‘Red Thread’ is unique, a strong example of this approach in action can be seen in our work with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fnorse-programmatic\u002F\">Norse Atlantic Airways\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>During our strategy deep dive, we uncovered a powerful insight: Their adventure-seeking audience was consistently surprised by the comfort and quality they received at a price which satisfied both their adventurous spirit and price-consciousness. This was our key audience motivator, but also our USP. While competitors also offered low fares, none matched Norse’s in-flight experience. That sense of \u003Cstrong>“unexpected delight”\u003C\u002Fstrong> became their Red Thread.\u003C\u002Fp>\n\n\n\n\u003Cp>Creatively, we brought the idea to life with a playful Viking character that embodied the brand’s adventurous, value-packed spirit. He popped up in surprising ways, like relaxing in destination imagery or partaking in local experiences, adding a lighthearted, human touch that reinforced the brand without being overt.\u003C\u002Fp>\n\n\n\n\u003Cp>However, this concept wouldn’t have been as impactful if we hadn’t applied it to our media strategy. Instead of sticking to predictable airport placements, we explored more unexpected, adventure-aligned activations. From local programmatic ads at hidden gems like exceptional restaurants and thrill spots, to curated experiences that echoed Norse’s bold personality, we ensured the brand showed up in ways that matched the spirit of their customers.\u003C\u002Fp>\n\n\n\n\u003Cp>Even if someone didn’t know the \u003Cstrong>“Red Thread”\u003C\u002Fstrong> behind the work, they would feel it. Every interaction with the brand told the same story, creatively and contextually.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-makes-the-red-thread-approach-different\">\u003Cstrong>What makes the Red Thread approach different?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>While the Red Thread isn’t a new concept in the industry, at Impression, we apply it in a way that’s both strategic and actionable. We combine the creative & messaging implications to fully integrate it into media planning and performance delivery.\u003C\u002Fp>\n\n\n\n\u003Cp>The crux to making Red Thread work is ensuring that the how, where, and when a brand shows up is all aligned. That means all performance channels work together with the creative idea, not in parallel to it. Allowing audiences to encounter a consistent & coherent brand experience at every stage of the journey. \u003Cstrong>Right message, right moment, right place.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>This approach leads to:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Media plans that waste less budget\u003C\u002Fli>\n\n\n\n\u003Cli>Clearer briefs and priorities for performance teams to act on\u003C\u002Fli>\n\n\n\n\u003Cli>Fewer off-brand campaigns that confuse customers\u003C\u002Fli>\n\n\n\n\u003Cli>A brand that’s recognisably distinct and memorable in crowded, competitive markets\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"why-red-thread-works-for-brands-at-any-stage\">Why Red Thread works for brands at any stage\u003C\u002Fh3>\n\n\n\n\u003Cp>Red Thread scales with the brand. It is a powerful tool for brands across all stages of their maturity. As with the Norse example, their Red Thread gave them a springboard not just for one campaign, but for a scalable system of creative and media decisions that still feels bold, distinct, and true to their brand. This approach keeps teams focused, flexible, and future-ready. \u003C\u002Fp>\n\n\n\n\u003Cp>Even for slower rollouts or tight budgets, it helps us pinpoint the most strategic activations, ensuring that every channel is working smarter, not just harder. Overcoming the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fthetomroach.com\u002F2022\u002F11\u002F14\u002Fis-your-brand-stuck-on-the-performance-plateau\u002F\">performance plateau\u003C\u002Fa> and building a brand which sticks doesn’t need to feel risky. By developing a Red Thread as a clear, strategic set of \u003Cstrong>planning principles\u003C\u002Fstrong>, brands can make their media more meaningful, their messaging more memorable, and their marketing more effective.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FCreative-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30125\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":128,"protected":177},33445,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":684,"_yoast_wpseo_metadesc":5,"inline_featured_image":177,"footnotes":5},"Red Thread: How brands can break out of performance marketing | Impression",[186,686,687],39,284,[],[690],289,[692,104,192,193,194,195,196,197,693,694],"post-33441","category-digital-marketing","category-digital-strategy",[],[],[698,699,700,701],{"path":151,"name":152},{"path":203,"name":204},{"path":142,"name":143},{"path":160,"name":127},"There is a growing consensus in marketing that viewing brand and performance marketing as separate silos limits growth. WARC’s recent study on the relationship between brand and performance has prompted a much-needed reassessment.  The conversation has shifted – rightly – back to the fundamentals of marketing. From quick wins to long-term value, from isolated metrics 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testing and experimentation help identify which ad creatives, messaging, and formats drive the best results. Using A\u002FB tests and other experiments, marketers can measure the impact of creative variations on key metrics like conversions, engagement, and brand lift. A strong measurement approach ensures data-driven decisions, optimises performance, and maximises ROI, making campaigns more effective and aligned with business goals.\u003C\u002Fp>\n\n\n\n\u003Cp>Creative plays a crucial role in both brand and performance marketing, influencing everything from awareness to conversions. In performance marketing, creative assets—such as visuals, copy, and videos—are tested and optimised to drive measurable actions like clicks and sales. Meanwhile, in brand marketing, creative shapes perception, builds trust, and fosters emotional connections.\u003C\u002Fp>\n\n\n\n\u003Cp>A data-driven approach ensures creative effectiveness across both areas. A\u002FB testing, dynamic creative optimisation (DCO), and audience insights help refine messaging and design for maximum impact. Strong creative execution not only enhances brand storytelling but also improves ad performance, making marketing efforts more engaging and results-driven.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve put together a series of short videos that explore how to get the most out of creative testing, experimentation, and more.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re looking to work with a trusted \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002Fperformance-creative\">Performance Creative agency\u003C\u002Fa>, our in-house team can help. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fcreative\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FCreative-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30125\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#avoiding-pitfalls-when-it-comes-to-experimenting-with-creative\">Avoiding pitfalls when it comes to experimenting with creative\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#going-beyond-best-practice-with-experimentation\">Going beyond best practice with experimentation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#meeting-evolving-audience-needs-through-experimentation\">Meeting evolving audience needs through experimentation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#unlocking-innovation-through-experimentation\">Unlocking innovation through experimentation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#removing-subjectivity-with-creative-experimentation\">Removing subjectivity with creative experimentation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#aligning-media-and-creative-to-maximise-marketing-effectiveness\">Aligning media and creative to maximise marketing effectiveness\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"avoiding-pitfalls-when-it-comes-to-experimenting-with-creative\">Avoiding pitfalls when it comes to experimenting with creative\u003C\u002Fh2>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Avoiding pitfalls when it comes to experimenting with creative\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002F5NvKDuUkYcE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Sometimes when creating ads, sticking to your brand works, but can miss something different and interesting. However, creating an inconsistent brand is one of the biggest pitfalls you have to avoid as a marketer.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"going-beyond-best-practice-with-experimentation\">Going beyond best practice with experimentation\u003C\u002Fh2>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Going beyond best practice with experimentation\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FjkQ3fCfP0d8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Going beyond best practice is one of the ways you can best stand out against your competitors. In today’s marketing landscape, there are many tools out there which can help you go beyond what is just required when it comes to activating your digital marketing channels.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"meeting-evolving-audience-needs-through-experimentation\">Meeting evolving audience needs through experimentation\u003C\u002Fh2>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Meeting evolving audience needs through experimentation\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002F8fIgBFDMKgc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Multiple brands have many different audiences, and they must adapt to evolving audience needs and changing consumer behaviour. Even within a brand’s lifespan, that audience isn’t set in stone—if you don’t innovate and experiment, you risk falling behind other brands in your space.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"unlocking-innovation-through-experimentation\">Unlocking innovation through experimentation\u003C\u002Fh2>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Unlocking innovation through experimentation\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FHGYSgbhPbbc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Experimentation can sound like a risk – as marketing budgets are limited, most brands don’t want to gamble with them. But innovation comes with experimentation and that experimentation should feed into your marketing strategy on a continual basis.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"removing-subjectivity-with-creative-experimentation\">Removing subjectivity with creative experimentation\u003C\u002Fh2>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Removing subjectivity with creative experimentation\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FM88xIdJf6Qw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>When we talk about consistency and alignment, we don’t mean limiting experimentation or innovation. One of the great traditions of creative thinking in our industry is that it’s often very subjective – it’s usually driven by opinions, not data. Creative testing removes subjectivity, helping you achieve stakeholder buy-in and make more informed decisions.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"aligning-media-and-creative-to-maximise-marketing-effectiveness\">Aligning media and creative to maximise marketing effectiveness\u003C\u002Fh2>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"Aligning media and creative to maximise marketing effectiveness\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002FrDsBljtM-T4?list=PL-zupf8BfbjSx0GAZJyLiQxDbpz3J7k6H\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Cp>It’s getting harder to break through the noise. Achieve better results by bringing together strategy and creative thinking. Learn how to drive familiarity and consistency to improve your audience’s brand recall no matter where they are in the customer journey.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002Fcreative\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F08\u002FCreative-Strategy_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30125\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":136,"protected":177},32018,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":869,"_yoast_wpseo_metadesc":870,"inline_featured_image":177,"footnotes":5},"Creative testing and experimentation [Video series] | Impression","Explore how to get the most out of creative testing, experimentation, and media 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