Mindset Matters: Strengthening collaboration between agencies and marketing teams with Mental Availability

The work of Byron Sharp and Jenni Romaniuk on Mental Availability and Category Entry Points, known from “How Brands Grow” and “Better Brand Health”, has established itself as the standard for managing brand growth. However, these concepts and KPIs can also optimize the interface between marketing and creative agencies. The result: more accurate creative briefs, fair and effective measurement of campaign performance and a data-driven approach to continuously refine brand and communication strategy. We'll tell you how it works!