Taking risks and going large on reach are the key ingredients for effective advertising, according to the study. As AdAge acknowledges, it’s not always easy to convince clients to take big risks, but watering down a brave idea is actually worse than just taking a conservative approach to start with.

Its findings around research are also interesting – you need to do some, but too much will reduce effectiveness – suggesting great creative backed up with a modest amount of marketing science is the optimum approach.

Meanwhile, striking the right balance between broad and narrow in terms of reach and frequency is marketing’s perennial challenge – and the people getting it right, across a broad range of channels, are delivering the most effective results.