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Posts by Dan White, marketing expert & illustrator

Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Blog Advertising
What insurance advertising is getting right (and what banking could do better)
November 7, 2023
Background I recently teamed up with Zappi to analyze the strengths and weaknesses of advertising in the telco category). We found that to be a mixed bag. Telco ads generally do a good job at ...
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Blog Advertising
What's working (and what's not) in telco advertising
September 29, 2023
Background Telco advertising fascinates me. It spans a wide range of communication strategies and creative styles. Telco ads convey functional benefits — price, speed, reliability etc. — as well as ...
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Blog Advertising
Predicting advertising success: Why you need to combine research methods
July 18, 2023
Having spent much of my career in advertising research, I’ve always been keen to understand which copy-test metrics predict in-market sales responses most accurately. Different research companies ...
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Blog Advertising
How to find your advertising success formula
July 12, 2023
I imagine that this scenario will resonate with lots of brand managers. Your brand has been around for a while now and it’s doing OK, but it needs to grow. Your advertising has been fairly effective. ...
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Blog Insights
Digitize or die: Thriving in the future of market research
June 21, 2023
We know that customer-centricity is essential for the success of any brand operating in a competitive marketplace. Companies that understand their consumers’ needs, desires and preferences are best ...
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The Connected Insights Imperative

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