This session will reveal how new creative positioning - with the same lists and offers - beat a long-standing control by 60%. We'll show you the process of how analytics and creative were blended together by Assurity Life Insurance Co. as they worked with a new copywriter and designer team. We'll share our test philosophy and how we ensured statistically valid results. And we'll show the creative secrets we used to create the break-through package. This will be a case study showing examples of what we tested and techniques you can use to boost response from your next campaign.


Learning Points

-Leveraging analytics and creative together to generate a quantum leap in response
-How to manage the creative process and how creative people should push the envelope to fulfill marketing objectives
-Developing break-through creative with teamwork between marketers and creative resources