Revolutionizing marketing and ad agencies: embracing early and iterative approaches in modern market research

The marketing landscape is evolving faster than ever, and traditional creative testing methods aren’t keeping up.

Agencies that rely on gut instinct and late-stage testing risk launching campaigns that miss the mark. In a new article for Greenbook, Senior Production Design Manager Kristine Kliewer explores how early and iterative testing can help agencies validate ideas, refine strategies, and drive better results. 

What insights you'll learn:

• Why proving a strategy’s effectiveness is a top challenge for creative agencies
• How traditional marketing approaches are becoming obsolete
• The risks of relying on assumptions and late-stage testingHow early and iterative testing improves campaign effectiveness
• Lessons from industry leaders like Netflix, Amazon, and Airbnb
• The key benefits of data-driven decision-making in creative development
• Common challenges agencies face when adopting early testing methods
• Steps to successfully integrate iterative testing into your agency’s workflow

Read the full article here.