PUBLICATIONS
MASB: The Financial Return on Creativity – The Case of Advertising • Bauer, Koslow, Matta, Stewart • October 2024
MASB: Measuring Financial Return on Creativity • Stewart • November 2023
MASB: Measuring Creativity Initiative
Universal Marketing Dictionary
Advertising effectiveness | Brand image | Creative work | Creativity
VIDEOS
Measuring Ad Effectiveness with MSW’s Creative Gauge AICreativity is often celebrated in advertising, but how should it actually be measured? Art Klein, Partner, CEO at MSW Research. He discusses how its new tool aligns with MASB’s Measuring Creativity Project and uses decades of empirical research on advertising content to evaluate creative effectiveness. |
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The Measuring Creativity InitiativeMASB Chair David Stewart presents the Measuring Creativity Initiative, which is developing a set of metrics and a methodology for quantifying the impact of creative – including innovation. |