Corey

Financial language for creative ROI | Measurement infrastructure | Building Creative CPM.

[Corey @CoreyTMitchell]

$189 billion. That's how much is wasted annually on unmeasured creative work in the US alone.

We've known for 30 years that better creative wins. System1Research , IPA, McKinsey, Interbrand all proved it.

But nobody built the financial infrastructure to act on it.

Here's why.

[Corey @CoreyTMitchell]

@tomfgoodwin I'm sure you're right, but HOW do you know :) If it HOW was proven, the recent Boat House survey would have been very different, me thinks.

[Corey @CoreyTMitchell]

@tomfgoodwin @TheDailyDraught I quite like these shrouded insults, backhanded compliments or am I reading too much in…😏

[Corey @CoreyTMitchell]

5/ If we can’t calculate the Creative Multiplier with the same statistical rigor we use for the media spend, we shouldn't be surprised when the CFO treats our budgets as discretionary. Define the variable. Measure the yield. End the debate. @ProfByron

[Corey @CoreyTMitchell]

The ‘creative dividend’? More like creative accounting https://t.co/EBVUtL34Oo

[Corey @CoreyTMitchell]

4/ When we normalize creative as a Financial Standard (Creative CPM), identical to the media buy, the 'fantasy' disappears and is replaced by a predictable, audited multiplier.

[Corey @CoreyTMitchell]

Check out my latest article: The 30-Year System Failure: Why Creative Can't Function Financially—And Why Creative CPM Fixes It https://t.co/VXD9vGwZVK via @LinkedIn

[Corey @CoreyTMitchell]

Stop counting hours. Start auditing assets.

If we want truly great work again or better, we have to start valuing it for what it actually achieves.

More insight: https://t.co/img673cBnr

[Corey @CoreyTMitchell]

Advertising isn’t "lost"—it’s a flaming boat we’ve watched burn for decades.

We’ve maxed out the efficiencies of tech and media. Every brand has the same tools. High-fidelity creative is the only unfair advantage left.

So why do we still fund it like a commodity? 🧵

[Corey @CoreyTMitchell]

We’ve built financial infrastructure to close the measurement void between media and creative.

It’s called Creative CPM. It assigns a standardized financial value to outcomes vs. production and media cost.

It gives creative skin in the game, turning it into a bankable asset.

[Corey @CoreyTMitchell]

Full breakdown here: https://t.co/MDRS7yu2MN #CreativeCPM #MarketingROI #AdTech #GTMStrategy @MarketingWeekEd @UncensoredCMO @eatbigfish @System1Research

[Corey @CoreyTMitchell]

Creative compensation has collapsed 75% in 30 years. Meanwhile, media spend has exploded 7x. We call creative "critical" while funding it like a commodity. The math doesn't add up. 🧵

[Corey @CoreyTMitchell]

I’ve mapped out how we bridge brand engagement to financial value using Creative CPM (CCPM). Stop counting hours. Start auditing assets.