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Rex Briggs

Consultant and Author at Marketing Evolution

Rex Briggs was named one of the dozen “best and brightest” in media and technology by Adweek, and one of the people to “watch and learn from” according to Brandweek. He has been honored with the Atticus Award for his work in direct marketing, the Tenagra Award for outstanding contribution to branding and ESOMAR’s Fernanda Monti Award for his work in CRM. Rex has also won international research awards for his work in understanding website effectiveness and online advertising. His work in understanding the effects of advertising in television, magazine and online was nominated for the prestigious John and Mary Goodyear Award for best international research. Rex was the first director of research for the Internet Advertising Bureau (IAB), and pioneered attribution analytics. His research has been translated into a half-dozen languages and he has taught at leading universities around the world.

Rex is the best-selling author of “SIRFs-Up – How Algorithms and Software are Changing the Face of Marketing.” The book tells the story of how brands can better optimize advertising spend with equations known as “Spend to Impact Response Functions” (SIRFs) and how they will become an integral tool for marketers of every size and vertical for allocating budgets and forecasting business results. Rex also is the best-selling author of “What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds.” The book draws learning from ROI measurement from 36 major marketers. The studies were designed by Marketing Evolution to track media expenditure in real time and offer solutions on how marketers can improve ad effectiveness. “What Sticks” was named the #1 marketing book by Advertising Age, and was featured on CNBC, Bloomberg, CNN, NPR and The Economist. Rex is an instructor for the Association of National Advertisers’ (ANA) School of Marketing, where he holds workshops on ROI measurement technologies and IMPACT Marketing.

Rex founded Marketing Evolution in 2000 and sold his interest in 2019. He is an independent consultant and author. Rex is known as one of the world’s leading experts in marketing ROI measurement and optimization technologies. His expertise derives from direct experience measuring and improving the performance of a wide range of marketing programs for more than 100 Fortune 500 marketers.

11 April 2022

My hope for our research community is that we will unlock new insights and analytics to make the world a safer and healthier place for us all.

10 February 2022

We remain in this bimodal pandemic

14 January 2022

Review, projections & implications for Q1 2022


5 min read
20 December 2021

We need about 50,000 Omicron cases + 21 days of tracking to draw conclusions.

10 December 2021

I’d like to say the pandemic ends with humanity learning a valuable lesson in the power to take care of one another.

26 November 2021

Trump Appointees block OSHA testing or vaccination rule, resulting in 35,000 to 45,000 more deaths over the next three months

11 November 2021

This analysis examines why the US prolonged the Pandemic and the implications for the future

11 October 2021

In November 2020, modelling by Rex Briggs predicted an end to the Pandemic in Europe and the US in Q3, 2021.