Since July 2018, we have completed nearly 70 separate campaign evaluations, including benchmark and tracking phases, across a diversity of portfolios, including, but not limited to the Department of Health, Department of the Treasury, Defence Force Recruiting and Department of Social Services.
This has involved establishing analysis approaches, a distinctive and consistent reporting style, and more recently the establishment of a normative database to enable evaluation findings to be properly contextualised. We are in the process of building an insights learning program which will encompass deep dive analyses to explore key campaign performance issues, such as the effectiveness of different creative approaches (montage vs. narrative), identifying wear-out, advertising in a crowded media environment, and ad memorability.
Our insights have helped departments to optimise their future communications activities, and started a broader conversation around strategies to improve the effectiveness of government advertising.
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