Advertising Evaluation & Optimization
As a company full of former agency Creative Directors and Account Planners, we’ve all experienced first hand the perils of advertising communication research.
In a valiant effort to obtain consumer reaction and optimize executions, creativity is often compromised, sacrificed or stifled. What was originally supposed to be helpful leads instead to false starts, expected executions and mediocre work.
So, we developed a better way. Our process, Voice Check®, does not stifle creativity. It inspires it. Unlike other evaluation processes, which often become a beauty contest, Voice Check pushes respondents beyond likability. It focuses on the communication clarity, personality, relevance, motivation and, most importantly, provides a clear understanding of the strategic communication of each execution or campaign. Evaluation and optimization decisions are made based on strategy. The brief is bible.