Illustrative engagement. A representative scenario showing how we approach this kind of work in advertising. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping advertising
Agencies and advertisers need to know whether campaigns will work before launch and whether they worked afterwards, across TV, digital and outdoor.
- Pre-testing reduces the risk of costly campaigns
- Brand lift is measured across channels
- Audiences are fragmented across platforms
Client background
A creative and media agency, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A creative and media agency
- Sector
- Advertising
- Team engaged
- Digital Marketing
- Services
- Lead generation, Content marketing, SEO services
Client challenge
The agency relied on referrals and pitches by invitation, so new business arrived unevenly.
Research objectives
- Deliver on the brief: building a steady new-business pipeline for an agency.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Six-month programme.
Audiences we typically reach in advertising
Target audiencesBrand managersMedia plannersViewers and readersAgency teams
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Content-led campaigns
- 3Lead scoring
- 4Insight
We built content around the questions marketing heads search for, set up landing pages for each service, and scored enquiries so the founders spoke first to the best-fit prospects.
Lead generationContent marketingSEO services
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Enquiries became steadier, and more came from companies of the right size.
A clear point of view attracts better-fit clients than a portfolio alone.
Recommendations
- Build on the core insight: a clear point of view attracts better-fit clients than a portfolio alone.
- Focus effort where the evidence was strongest: enquiries became steadier, and more came from companies of the right size.
- Re-measure after the changes to confirm the effect.
Business impact
- The founders spent less time on unsuitable pitches.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: will this ad work?