No magic. No hacks. Just strategy, creativity, evidence and the boring work behind marketing that moves the needle.
Anastasia Zemleanschih, Account Manager at Dentsu Creative & Dentsu Lab and a Young Dogs board member, on why good ideas really die (trust, not budget), whether AI replaces craft, and what Moldova taught her about working in Amsterdam. Recorded in an online Amsterdam–Bucharest video call.
Listen Now
WARC Chief Content Officer David Tiltman joins Andrei Tarnovski on Boringly Effective to discuss marketing effectiveness, content churn, AI, machine-readable brands and creative craft. Recorded at Cannes Lions.
Listen
Andrew Tindall of System1 joins Andrei Tarnovski to discuss when not to test creativity, AI prediction, human emotion, B2B advertising and marketing effectiveness.
Listen
Mark Ritson joins Andrei Tarnovski for the first episode of Boringly Effective, recorded at Cannes Lions 2026. Marketing effectiveness, pricing, creativity, Madonna, Baudrillard — and the boring work behind brands that grow.
ListenNot every asset deserves the same level of creative testing. Start with the work that has enough reach, investment and consistency to affect the result.
Why most marketing plans fail from too many objectives. Mark Ritson on the objective-bloat problem, the 'would we notice?' test, and why limiting to two objectives compounds focus.
Why creativity can't replace media spend — and never could. The myth of the zero-budget hit, the evidence on creative effectiveness, and why investment compounds creative impact.
A complete guide to marketing effectiveness for modern marketers — the evidence base, the 60:40 rule, measurement methods, and the most common mistakes that destroy effectiveness.
An evidence-based guide to brand growth from the Ehrenberg-Bass Institute — how brands actually grow, the 95:5 rule, category entry points, and where marketers go wrong.
What Binet & Field really found in 'The Long and the Short of It' — the two advertising effects, the 60:40 split, share of voice predicting share of market, and common misinterpretations.