element54 Gold Sponsor Presentation—Breaking the Norm(s): Optimizing Creative Campaigns Beyond Benchmarks
Bernie Malinoff, President, element54
Bernie Malinoff, President of element54, examined the shifting landscape of advertising norms, emphasizing the critical role of creative quality as a key driver of campaign success over media weight. Through case studies and a meta-analysis of advertising performance, Malinoff illustrated practical strategies for harmonizing creative and media efforts. By tailoring creative strategies to specific demographics and leveraging the unique strengths of each media type, he concluded that lotteries can enhance desire and ultimately increase ticket sales.