"There is an unofficial reason why pre-testing is so popular, and that's that clients work in very complex organisations with lots of stakeholders," says Martin Beverley, former chief strategy officer at Adam&Eve/DDB.
Beverley joins the ±±¾©Èü³µpk10 team on the podcast to discuss the efficacy of pre-testing and its contentiousness in adland: some say data can stifle creativity while others argue it’s a sure method to improve advertising effectiveness.
Marketing professor Mark Ritson said it wasn’t divisive but actually a "no-brainer", that it’s essentially infallible, and we now live in a different age of pre-testing. Beverley discusses this argument alongside ±±¾©Èü³µpk10 editor Maisie McCabe and deputy creativity and culture editor Charlotte Rawlings, hosted by tech editor Lucy Shelley. The team consider how creatives and strategists should look at the bigger picture, what certainty does for creativity and if pre-testing denies originality.
Plus, at the end of the episode, ±±¾©Èü³µpk10 tests the pre-testing, with Rawlings and Shelley testing their own ad ideas for Liquid Death using Kantar's Link AI early stage testing tool.
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