One ARF thought leader Horst Stipp wrote me recently about Creative, Targeting and Context, three of the most powerful levers the buy side can pull to make advertising work harder per dollar invested. Horst has done some of the most compelling work on bringing context effects to industry attention in recent years. Now he’s musing about how to put that work into the proper perspective with the other top levers available to marketers, and he and I love evolving our ideas together. Today’s column is sort of my way of answering Horst’s most recent email to me.
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