❌Strategy teams don’t struggle with ideas. ⌛They struggle with time. The reality is that research and planning often involve hours of repetitive work: Digging through sources, summarizing findings, extracting insights, and turning it all into client-ready narratives. That’s why we’re excited to spotlight a capability we’ve been building at Effective: Custom AI tools for marketing research and planning, including a custom ChatGPT workspace and several Google Gemini Gems. Ou

Most paid media teams are being asked to do two things at once: ✅ improve performance ✅ control spend for growth   But there is one lever that consistently makes performance marketing more efficient over time: BRAND EQUITY.   Brand equity is not a “soft” metric. It is what reduces friction at the bottom of the funnel.   Two principles explain why: 1️⃣ Brand equity drives revenue and profit, not just awareness Brand equity is directly measurable in commercial outcomes. In Kant

Most media plans are still built channel by channel. ❌ But consumers don’t experience brands that way. That’s why strategic “impact” Integrated Marketing Communications (IMC) plans outperform performance-only media. There are two principles that matter most: 1️⃣ IMC shifts planning from channel silos to a consumer journey mindset  A great example comes from Analytic Partners’ ROI Genome. In a siloed view, Paid Search ROAS can make it look like paid search drives 100% of e-com