CreativeX

"When you use technology to scale your content you have to use it to scale your insights as well." Upasana Roy, Global Creative Strategy Director, Reckitt, spoke alongside Sir John Hegarty, Doerte Spengler-Ahrens, Philipp Schuster, and Patrick Murphy about the business of creativity on the LBBonline - Little Black Book beach at Cannes Lions. Upasana has led efforts at Reckitt to help marketing teams unlock creative data directly from assets, adding value with AI but acknowledging that "creativity is always going to be the differentiator." Discover the session in full: https://lnkd.in/eBe9fYzv

What's next in creative effectiveness? Meta, Kantar, and CreativeX have collaborated to uncover new learnings on the creative elements driving both short and long-term outcomes for brands. Be the first to find out at creative-effectiveness.co A huge thank you to all of the team involved: Shekhar Deshpande, Maria P., Barry Christie, Chrissy D., Kate Muir, Jeff L. Herrmann, Vivek Priyadarshi, Patricia Gregory, Anna Wilgan, Mauro Fusco, Rebecca Dykema, Kalyn Des Jardins, Rebecca Hinkson, Elissa Ha

💚 Are you having a brat summer? 💚 Brands such as Duolingo, Ryanair and even the RSPB are leaning into the chaotic and seeing huge success. The latest edition of Solve for X explores the lessons can marketers take from this new era of content.  

“Humans are hardwired to like humanity, and the algorithm knows that.” - Jimmie Stone, Meta. Meta, Kantar, and CreativeX have joined forces to identify a new generation of creative excellence drivers on digital and usher in "a new era of storytelling." The research, launched at Cannes Lions International Festival of Creativity, confirmed the importance of human connection, which boosted ad effectiveness by 81%. Marketers finally have the tools to back up their creative decisions with data and, with the help of AI, "put the power back in the hands of creative directors." - Shekhar Deshpande, Meta Link in thread to discover the research in full → Shekhar Deshpande Maria P. Barry Christie Jimmie Stone Jane Ostler Patricia Gregory Kate Muir Chris Petranto Edmund Gemmell Jeff L. Herrmann Rebecca Dykema Kalyn Des Jardins Rebecca Hinkson https://lnkd.in/ei9mJ52b

“Our ads aren’t wearing out. In fact, they’re barely wearing in: 45% of ads aren’t even given a chance to wear in. This represents a large opportunity for greater budget efficiency and brings to the forefront the measurement and accountability gaps in our content supply chain, which AI is uniquely positioned to help address.” Anastasia Leng caught up with Campaign US about new CreativeX research that has looked at how many assets within global campaign toolkits actually went live across markets. The results, described by Leng as a "wakeup call," found that 45% of core assets are never activated in-market, and on average, local markets don't activate 90% of the campaign toolkit they receive. https://lnkd.in/eTzn6DVs

Next week Anastasia Leng will take to the MAD//FEST stage to talk all things AttentionX: bringing together creative and attention data for the first time. Interested in hearing more about the partnership (and CreativeX)? Reach out to our team on the ground: Ashok Lynn-Bertoli, Harry Mapus-Smith + Andy Siddle

The final session at the Forum Stage for Cannes Lions International Festival of Creativity 2024 was a packed Creative Impact Sprint. Amy Rodgers introduced Anastasia Leng, James Hurman, Mimi Turner, Aditya Kishore, Latha Sarathy and Ian Forrester 🦩 to present new research on creative effectiveness. Couldn't make the session? CreativeX's new research on the issue of creative waste (and what to do about it) is available to download in full → https://lnkd.in/dEDZe-ip

Welcome to a new era of storytelling. Great session at #CannesLions2024 with our very own Jane Ostler and panelists Jimmie Stone, VP, Global Head of Creative Shop, META , and Rebecca Dykema, SVP Partnerships and Creative Transformation, CreativeX. Special thanks to our hosts Ad Age and VaynerMedia.

How many F-Bombs did Mark Ritson drop during this first appearance at Cannes? (Answer at the end) Day 2 of Cannes Lions International Festival of Creativity saw Olympic torches, "So Many Dicks", and Dolly Parton 💖 1. Revisiting brand Brand was a central theme on Day 2 - on the back of Scott Galloway's assertion last year that the era of brand is dead, brand needed a rebrand. David Tiltman described how for non-marketers, 'brand' conjures up an image of a clown burning money - unmeasurable and not growth-driving. Quoting Dolly Parton, Karen Crum attempted to rehabilitate this image: "We cannot direct the wind but we can adjust the sails." Repositioning brand will rest on increased language alignment, building precedent and the case for it's importance. Laura Jones demonstrated how for Instacart, brand-building has opened up the entire funnel. Before her team's work, "Instacart had great product market fit but no personality." Now it can stand alongside much more established brands, creating salient consumer connections. In conversation with Jim Stengel, Heather Hopkins Freeland also explored the shift from a product-focused approach to being more brand-led. Dr. Marcus Collins summed up brand as a differentiator using the example of bottled water: "Spell Evian backwards - welcome to marketing." 2. Representation in advertising "So many dicks, so few of everyone else." Speaking alongside Dr. Marcus Collins, Kory Marchisotto presented research from E.L.F. BEAUTY that found there were more men named Richard, Rich or Dick on the boards of publicly traded companies than Latin women. 3. The cost of dull As Menaka Gopinath summed up: "You're on the hook for every dollar you spend, you need to demonstrate the impact of creative decisions" Jon Evans and Adam Morgan explored new data into the 'Cost of being dull'. To sum up? Dull ads are costing advertisers (billions). Using System1 testing, they determined that in the US advertisers would need to spend the same as the GDP of Greece to drive the same impact with dull ads v. impactful content. Jon threw down the gauntlet - an ad for Dulux created in 30 minutes on a budget of 50 dollars that beat 90% of ads on System1. And the answer? A total 28 (but who's counting). That's all from Day 2 - come back for Wednesday's roundup. Subscribe to Solve for X for a post-festival deep dive → https://t.ly/W5tjU

And so it begins... #CannesLions2024 is underway. Key themes and ideas from Cannes Lions International Festival of Creativity Day 1? 1. Combining data and creativity (tricky, but necessary) Pippa McArdle (The Estée Lauder Companies Inc.) spoke to the importance of combining "creativity to capture the imagination and engagement of consumers" with "the backbone of data and operationalisation of creative." 2. A new POV on AI and technology AI is usually framed as a differentiator - helping brands reach their goals faster. But for Dove, using AI to generate content is antithetical to the ethos of real beauty. For Daniel Fisher, consumers "will always know that Dove is real", and as Pau Bartoli pointed out, the challenge with the next generation of AI tools is recognising where existing biases and pressures are being reproduced. For Dentsu Lab Tokyo and Naoki Tanaka (exploring dentsu's lessons on "Innovating to Impact" after 120 years in the advertising world), AI offers new ways to tap previously untapped sources of creativity. Naoki (joined virtually by three players in Japan) showcased the "All Players Welcome" project in real-time. Empowering people with disabilities to participate in and shape culture in previously unthinkable ways. 3. Reframe how you view constraints Esteban Ribero (TikTok) reminded the audience of the incredibly powerful impact limiting creative space can have. Constraints shouldn't be seen in a negative light, but an impetus to think even more creatively. That's all for Day 1 -- watch out for the Olympic Torch on Day 2. Subscribe to Solve for X for a post-festival deep dive → https://t.ly/W5tjU