Not all creative communication is designed to do the same job, so testing it all the same way isn’t just unfair, it might be damaging your profits.

While all brands aim for growth, each has a different North Star they aspire to. The strategy for success can take many forms – whether that is launching a new product range, expanding into new markets with different cultural and competitive contexts or repositioning an existing brand to gain relevance amongst Gen Z. Finding the right strategy is key, but then the next challenge is delivering against your strategy by getting your creative communication right. Just like each brand has a different strategy for growth, not all creative communication is designed to do the same job.