Guide / 3 min read
Read a campaign performance claim without borrowing its confidence
A reported lift can be useful evidence, but only after you identify the outcome, denominator, comparison and owner of the claim.
Open the guide ↗Reading path 03 / Evidence & measurement
Know what the result can actually tell you.
For strategists, researchers and media leads separating a persuasive case film from a useful test. Define the comparison, the audience and the outcome before treating a change in a metric as an explanation.
Guide / 3 min read
Design a creative experiment that can tell you what changed
Test the message before you compare production methods; otherwise a result cannot tell you whether people responded to the idea, the craft or the delivery system.
Open the guide ↗Explainer / 3 min read
Synthetic audiences are not customers
A model can make a useful critic, rehearsal partner or hypothesis generator, but it cannot supply the fresh, situated evidence of people encountering your work.
Open the guide ↗Guide / 3 min read
Diagnose creative fatigue before you refresh the wrong thing
A deteriorating result may be audience repetition, auction pressure, a changed offer, broken tracking or a new asset learning period—not automatically a tired idea.
Open the guide ↗
Guide / 3 min read
Measure an interactive campaign by the value it returns
Generations, prompts and plays count activity. A useful measurement plan distinguishes a finished task, a retrieved result and the value that follows.
Open the guide ↗See the decisions in the work.
All case files ↗
Campaign reference / 2026
Pandora: make AI-assisted ad copy feel like a personal charm
Pandora and Microsoft Advertising used Copilot, inclusive language and preference testing to make search copy feel more emotionally specific—showing an AI advertising workflow that changes the message, not the product image.
Campaign reference / 2026
IKEA: centralize the campaigns, then let AI optimize the long tail
IKEA and Carat consolidated product-line campaigns in Microsoft Advertising’s Performance Max workflow, pairing product imagery with audience signals and automated optimization to simplify a fragmented path to purchase.
Campaign reference / 2024
Honda: the choice is the creative.
Dream Generator made audience input part of the film. The useful lesson is in the boundaries around that input.