Fighting Invisibility & Finding Emotional Truths with John Gibson, Head of Strategy at The Martin Agency

Despite the billions of dollars spent on advertising every year, most ads go completely unnoticed. In fact, 85% of them don’t even hit the minimum threshold for attention. So how do you make it into the 15% that actually break through? John Gibson, Head of Strategy at The Martin Agency, has spent his career answering that question, helping brands fight invisibility by uncovering complex emotional truths. For Papa John’s, that meant moving beyond “better ingredients” to tap into something far ...