Australian insights consultancy Fiftyfive5 is launching a creative evaluation framework, Ad Optimi5er, after a year of internal development in partnership with key clients.
The firm, which merged with fellow consultancy GalKal in November 2018 and co-located Sydney staff in a newly extended office last December, says communications testing is a long-established research methodology with offers mostly standardised and 'increasingly focused on efficiency and simplicity': the new service answers the need to 'go deeper' and fully understand how effectively communications are delivering to strategy.
Development of the framework used meta-analysis of ten years of data from more than 60 tracking programs, across 24 categories, and was led by Ian Bellerby who has spent twelve years focused on communications testing and campaign evaluation. Performance is measured via 'an intuitive framework spanning awareness, branding, comprehension and impact', also identifying how each communication delivers against the creative intent and the impact it will have on viewer behaviour.
Says Bellerby: 'We harness our knowledge and expertise around effective communications and couple this with deep relationships that are underpinned by strategic development. Ad Optimi5er delivers both to best practice principles and the latest thinking in how to leverage growth via communications'.
Web site: www.fiftyfive5.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.