We Call That Bullspend! How Creative Brand Marketing Can Eliminate Wasted Reach

Why do marketing’s most creative ads so often reach their least relevant audiences? At the UK premiere of LinkedIn’s Bullspend! campaign, Jennifer Shaw Sweet, Global Practice Lead at The B2B Institute, explores the science behind wasted reach and the hidden cost of misaligned impressions. She then joins LinkedIn’s Global Brand Marketing Director, Keith Browning, to examine how creative ambition and intelligent targeting combine to drive measurable business impact.

Backing creativity and brand marketing shouldn’t require the finance team to take a leap of faith. In a new era of data and evolving perspectives on the marketing funnel, it’s time to rethink how reach really works.

Jennifer Shaw Sweet opens the session by unpacking the research behind wasted reach — why even highly creative campaigns often fail to reach the audiences that matter most, and what the data reveals about emotional impact and influence.

She is then joined by Keith Browning to explore how LinkedIn’s Bullspend! campaign brings these insights to life. Together, they demonstrate how investing in emotionally powerful creative and targeting relevant networks of influence creates a multiplier effect — enabling smarter creative risk and stronger commercial return.