Cleo Insights

Useful thinking for campaigns that have to convert.

Strategy, creative, media, AI and purpose tend to be discussed separately. We write about what happens when they have to work together against a commercial target.

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Why campaigns fail to convert

Six connected articles on the seams between strategy, creative and media. Start with the main argument, then follow whichever problem is costing you most.

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Each article stands on its own and links naturally to the related thinking around it.

Why Most Campaigns Fail to Convert (And What Actually Fixes It)Most campaigns don't fail because of a bad channel or a weak offer. They fail because strategy, creative and media are built by different people who never talk to each other. Here's the fix.

The Fragmentation Tax — What Splitting Strategy, Creative and Media Really Costs YouA freelance creative, a media buying agency and a martech vendor who've never been in the same room aren't cheaper. They're a hidden tax on every campaign you run.

The Creative Effect — Why Half Your Result Comes From the Thing You Under-FundCreative drives close to half of what a campaign achieves. Most businesses budget for it as though it's worth about a fifth of that. Here's the evidence, and what to do about it.

AI Without Strategy Is Just Faster ChaosNearly 90% of marketing leaders are experimenting with AI. Fewer than one in ten have captured real value from it. The difference is what AI is being added to.

Purpose That Converts (And the Purpose That Doesn't)Consumers are up to six times more likely to buy from a brand with genuine purpose. They're also quicker than ever to spot the difference between purpose and purpose-washing.

The Weekly Scorecard That Keeps Strategy, Creative and Media HonestA campaign scorecard that only shows cost per lead is showing you a fifth of the picture. Here's the weekly discipline that keeps strategy, creative and media accountable to the same number.

From the archive

Earlier Cleo thinking on design, purpose and meaningful engagement.

Creating meaningful connections: The Cleo difference

Creating meaningful connections: The Cleo difference

Haley · 28/05/2019

It all begins with a genuine commitment to the people you serve.

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7 principles of good design

7 principles of good design

Haley · 28/05/2019

Good design is not decoration. It is communication.

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The truth about greenwashing: 10 damaging don’ts and the one crucial do

The truth about greenwashing: 10 damaging don’ts and the one crucial do

Haley · 28/05/2019

Greenwashing destroys trust faster than any single campaign can build it.

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