Daren Poole Consulting

Creative development and creative effectiveness services

for advertisers and their agencies

How I can help

I love advertising that really works. I can help...

advertisers go to market with content that gets the ROI it deserves
creative agencies demonstrate that their work isn’t only creative, but it’s effective too
research agencies conduct creative development research that is valued by clients and is also fair to ad agencies

Services

advertisers

Manage research agency relationships and decode study findings
Provide an independent and objective point of view on proposed strategies, ideas and executions
Conduct creative development and campaign effectiveness research

creative agencies

Interpret ad test and tracking research results
Influence the research methodologies used to evaluate your work
Design and activate your own programs to demonstrate campaign effectiveness

research agencies

Business audit and transformation planning
Design, execute and deliver findings from ad tests and campaign tracking
Ad hoc report writing
Creative effectiveness training
Executive coaching

Need something not listed here? I can also help with other brand and communications projects. Drop me a line to discuss: I’m available for short and long-term assignments.

About Daren

Daren is a leader in understanding how people choose what to buy and the role of brand and communications in shaping their decisions.

His expertise comes from a 28 year career of conducting creative development research and from 10 years of leading Millward Brown and Kantar’s global creative business. By applying a sound knowledge of consumer psychology and consumer neuroscience to macro and micro analyses of advertising data, he developed an understanding of how advertising works that is appreciated by advertisers and their agencies alike.

Most recently, Daren created a new framework for predicting and evaluating campaign effectiveness at Morning Consult.

Daren is a long-standing creative effectiveness awards judge. He had spoken on stages around the world, including at Cannes Lions, where he was also a juror in 2021.

Get in touch

Location

Based in Sydney, Australia

Available for assignments worldwide

contact

+61 423 797 554

daren@darenpooleconsulting.com