See how sales modelling proved the value of Link copy testing and revealed how to improved advertising ROI

1. CHALLENGE
Historically, TV spots for this major financial
services firm were not tested prior to airing.
To justify continued advertising investment, the
CMO needed proof that creative quality drove
in-market sales.
INSIGHTS IN-MARKET RESULTS
Millward Brown partnered with the client's
in-house modeling team and market mix modeling
agency to prove that copy quality is predictive of
in-market results.
Our client's modeling team calculated that using
Link to optimize creative would have resulted in
$33M improvement of in-market sales.
$33M
Using Link™ to
Optimize Creative
Sales Improvement
CHAMPIONS OF CREATIVE LINK™ DRIVES
STRONGER FINANCIAL
SERVICES ADS
SALES MODELING PROVES VALUE OF LINK COPY TESTING AND REVEALS HOW TO
IMPROVE ADVERTISING ROI

2. ACTION
The company now tests all of its TV spots to
ensure they will generate return on investment.
"We now copy test all of our new ads with
Millward Brown. Link validated that we were
meeting our goal of emotionally connecting and,
importantly, identified other areas for
improvement. The agency revises ads using
Millward Brown's recommendations,
resulting in much better ads."
IS YOUR CREATIVITY PAYING?
To learn how better creative generates stronger sales, contact us.
GLOBAL: daren.poole@millwardbrown.com AMAP: hermina.ghumman@millwardbrown.com
EUROPE: kim.malcolm@millwardbrown.com
LATAM: felipe.ramirez@millwardbrown.com
NORTH AMERICA: dolly.denyse@millwardbrown.com
See more at Millward Brown.
– EVP Marketing
Financial Services Brand
"This research is worth its weight in gold.
Millward Brown has shown that we clearly need
to revisit our strategy."
– SVP, Corporate Insight
Financial Services Brand
IMPACT