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[POINT OF VIEW / WHITEPAPERS]

A point of view.
A reason to rethink.

Deeper thinking on the questions that shape marketing decisions. Explore the evidence, challenge an assumption and bring a new perspective to your next brief.

[THE COLLECTION]

Make room for
a different perspective.

Audience & strategy / Whitepaper

The Science of Connection

Go beyond demographics to understand the motivations behind a decision, and what they mean for your message and media strategy.

  • Audience motivation and decision-making
  • Psychology-informed messaging
  • The role of context and timing

Liam Pavlovski & Sam Terminelli
2 April 2025

Explore the whitepaper ↗

Measurement & effectiveness / Whitepaper

The Retail Attribution Illusion

Examine the gaps between reported performance and what marketing contributes to online and in-store sales.

  • The limits of attribution
  • Online and offline measurement
  • Incrementality and test-and-learn

Ed McMutrie
2 April 2025

Explore the whitepaper ↗

[MORE FROM THE TEAM]

The ideas behind
the everyday work.

For shorter reads, team perspectives and the latest agency stories, head to the Magic blog.

Read the blog ↗
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