The Bottleneck Podcast Rory Sutherland, Elfried Samba and Max Osborne on marketing's next wave
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Oct 20, 2025 Max Osborne, co-founder of This That and an expert in brand lift and influencer marketing, joins Rory Sutherland and Elfried Samba for a deep dive into modern marketing's relationship with creativity and data. They explore the limitations of short-term metrics like ROAS and argue for intuition in brand measurement. Max shares insights on influencer effectiveness across platforms and the importance of community-driven growth. The trio emphasizes the need for brands to embrace uncertainty and long-term thinking for true marketing success.
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Use Brand Metrics To Improve Performance
- Use brand measurement live to optimize performance creative and distribution rather than treating brand as only long-term.
- Double down on creatives that drive consideration and relevance to improve immediate performance.
How BrandLift Provides Comparative Evidence
- BrandLift compares exposed vs unexposed groups to measure advertising effectiveness using survey methodology.
- It enables apples-to-apples comparisons across assets and platforms when exposure is verifiable.
Attribution Distorts The Ad Market
- Attribution bias favors high-margin, directly attributable ads and underinvests in less-attributable but valuable categories like FMCG.
- That skews the advertising marketplace toward products with measurable short-term returns rather than true overall value.
