The problem
You’re not just wasting media. You might be paying to build your competitors’ brands. Many campaigns look strong on paper: solid reach, smart media mix, beautiful creative. But when you look under the hood, three issues quietly erode impact: Brand codes are so generic that people remember the ad but not your brand – or worse, they attribute it to a competitor.
Teams optimize bids, channels and frequency, but not the actual message or idea – so you scale mediocrity instead of effectiveness. Campaigns are “on brief” and on brand, yet leave people emotionally indifferent – the single most expensive emotion of all.
The result:
You show up in all the right places, but fail to cut through, fail to build distinctive memory structures, and fail to move the brand or the business. This webinar shows you how to stop operating on gut feeling and start running every major campaign through a learning loop that protects your brand and your budget.
What this webinar gives you
Turn campaign measurement into a strategic lever – not just a report.
In 20 focused minutes, you’ll walk away with:
- A simple, repeatable framework for evaluating any campaign from observation to brand and business impact – so you can clearly see what worked, what didn’t, and why.
- A way to separate category noise from true brand assets, identifying which colors, cues, characters and environments are actually building your brand – and which are building competitors.
- A data-backed view on emotions and liking, showing how small shifts in how people feel about your campaign translate into significant uplifts in activation metrics like purchase intent and recommendations.
- A blueprint for a continuous learning loop, where each campaign feeds a meta-level playbook of do’s and don’ts for your brand – enabling better decisions across markets, agencies and budget cycles.
- A minimum viable measurement approach you can start with right away – even one solid evaluation can stop you from funding the sea of sameness and start building distinctive brand codes.
Key highlights from the webinar
Concrete, insight-rich takeaways you can apply immediately:
- Why “good-looking” ads with weak sender recall are effectively brand-building for the category, not for you – and how to fix brand linkage fast.
- How one grocery retailer discovered that its color palette and in-store visuals were causing people to think their ads came from competitors – and what changed when they shifted to ownable codes.
- The evidence that moving just one step up on the “ad liking” ladder delivers a 7–16 percentage point lift in activation metrics such as purchase intent and recommendations.
- A clear emotional map showing which high-energy positive emotions (e.g. entertained, happy, activated) most reliably drive campaign liking – and which skeptical emotions push people towards disliking your ad.
- Why “meh” is more dangerous than irritation: how indifference, boredom and lack of interest kill memory and impact, and how to detect this risk early.
- How to use a structured “emotion palette” to track the emotional footprint of your campaigns and link it directly to performance metrics.
- How a multi-market brand co-created a unified campaign framework to align brand building and activation, standardize asset use, and make results comparable across markets and channels.
- Why a single campaign evaluation – even as a pilot – can give you evidence-based direction for agencies and internal stakeholders, instead of endless debates driven by opinions.
Who should watch
This webinar is for you if:
- You’re a CMO or marketing leader responsible for significant brand and media investment – and you can’t afford to keep guessing which campaigns actually build equity and drive sales.
- You’re a CEO or business leader who wants confidence that marketing spend is creating long-term brand value, not just short-term spikes and category noise.
- You’re a CFO or finance leader challenging marketing to prove impact – and want a practical, structured way to link campaigns to business outcomes without adding huge complexity.
- You oversee multiple markets or brands and need a consistent way to compare campaigns, form a central playbook, and scale what works.
- You manage agencies or creative partners and want clear, evidence-backed guidance on which assets, messages and emotional territories they should lean into – and which to avoid.
About the speakers
Dora Harfman Bromeé – VP Customer Success
Dora works across brands and markets to connect media, creative and brand building in the real world. She specializes in turning campaign data into strategic recommendations that align brand equity goals with commercial outcomes.
Maris Tuvikene – Insight Consultant
Maris is part of NEPA’s product team, responsible for developing and refining campaign evaluation methods for clients. She focuses on measuring creative effectiveness, emotional impact and building practical frameworks that marketing teams can actually use.
