Can creative speak the language of media? With Daivid's Barney Worfolk-Smith
Description
How to bring creative and media together? It’s a question that has perplexed advertising leaders for years.
The big money in advertising has been shifting away from creative and towards media; from the big creative idea to data-led measurement of a brand’s performance. But it’s also true that it’s almost impossible to succeed without both sides of the coin working in your favour.
Barney Worfolk-Smith is chief growth officer at Daivid, an adtech company that provides creative data to clients, allowing them to measure what it calls the “constituent parts of creative effectiveness”: attention, emotional response, brand recall and more.
Worfolk-Smith argues that creative needs to start being data-led, lest it fall into irrelevance as media becomes dominant. He also unpacks the implications of commoditising creative by turning our understanding of it into 1s and 0s.
Highlights:
3:58 : Testing creative data to improve effectiveness — why winners are differentiated
11:40 : Influencer marketing's "painful adolescence": vanity metrics, eschewed brand guidelines, briefing process
14:49 : Implications of assessing creative at scale
20:28 : Getting creative and media to work more closely together by engaging with data
25:52 : AI anxieties: "the sloppening" is here
Related articles:
Creative process stifled by poor training and feedback
How to hack the attention economy — with VCCP Media’s Will Parrish
Havas Play Network’s CEO is on a mission to bring media and creative back together
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Thanks to our production partners Trisonic for editing this episode.
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