If No One Sees It, Did It Even Happen?
- Jori van de Spijker
- 14 minutes ago
- 3 min read
“Did the campaign move the needle?”
It’s the first question I’m asked when we present campaign results. Rightly so, if you’re spending millions on advertising, you want to know whether it’s working. But in all the excitement about impact on the brand, whether awareness, consideration, preference or otherwise, we often skip the first fundamental question:
