For performance marketers, having the right creative is essential. That’s why conducting research and pretesting to better understand the consumer are more important than winning awards—and ultimately will be better for the bottom line. In this episode, we’re talking with Rob DeMars, Chief Creative Officer at Marketing Architects, about how to develop commercials that drive results. Topics covered: Why high production value doesn’t necessarily lead to better performance Why savvy marketers pretest creative Marketing Architect’s five-step approach to developing creative  Order our new book on TV advertising: https://www.marketingarchitects.com/book Resource: “There’s a gulf between how consumers and and how marketers think they act:Ipsos” by The Message Tune into more TV advertising insights by subscribing to the show on Apple Podcasts,Spotify, or wherever you listen to podcasts. Listening on a desktop & can’t see the links? Just search for TV Advertising Blueprints in your favorite podcast player.