The Formula for Not Wasting Your Creative Budget

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Lab-Grown Marketing

Peter Weinberg and Jon Lombardo

13 episodes

1 day ago

What if you could conduct smarter, faster, and more cost-effective consumer research without alarming your budget-conscious finance team? Forget outdated advice about CTR and MQLs—what you need are evidence-backed strategies. For over a decade, we’ve partnered with LinkedIn's experts to uncover key B2B marketing principles. Now, we’re using those insights and cutting-edge research tech to break down what really drives growth. Join Peter Weinberg and Jon Lombardo each week as we explore proven, lab-backed tactics to help marketers thrive in today’s landscape.

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Marketing

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The Formula for Not Wasting Your Creative Budget

Lab-Grown Marketing

27 minutes 29 seconds

4 months ago

The Formula for Not Wasting Your Creative Budget

Creative: everyone's got an opinion, but no one seems to have a framework. Until now.

In this episode of Lab Grown Marketing, Jon and Peter pull back the curtain on what makes creative actually effective—not just award-worthy. Spoiler: most award-winning ads are terribly branded.

They cover Coca-Cola’s AI-generated holiday ad (spoiler: creative directors hate it, the AI loves it), and walk us through the ABLE Framework—a financial formula for creative effectiveness that's as brutal as it is helpful.

Finally, they use lab grown research to test IBM's most famous taglines through the ABLE lens and reveal which one actually drives business results (hint: it’s not “Let’s Build a Smarter Planet”).

Creative may be art—but it turns out, it’s also math.

01:54 - From the Feed – Coca-Cola’s AI Ad: Good, Bad, or Just Too Branded?

14:49 - Million Dollar Data – Which IBM Tagline Actually Works?

24:39 - Synthetic Salon with Pocket Professor