As the dust settles on the data-driven and audience-focused planning revolution, do we need to think more about creative and context again? In this panel, we’ll explore: what is driving effectiveness today out of creative, reach, brand, targeting, recency, context, etc, and which factors are becoming more or less influential? What have we learned in the last three years about the effectiveness of different environments? What kinds of creative or format can drive brand-building and performance objectives from the same advertisement? What impact can new attention measurement solutions have on creative effectiveness?