CreativeX

“The question is: how do you make sure that the content you put on different social networks is working?” Axel Adida (Chief Digital Officer, Beiersdorf) and Anastasia Leng (CEO, CreativeX) sat down with Cydney Lee to discuss how Nivea has worked with CreativeX to analyze their digital content at scale, driving efficiencies in media spend and unlocking insights for long-term brand growth. Discover the story in full on ADWEEK → https://lnkd.in/edFuDWjT

📣 Launching CreativeX's partnership with Shuttlerock to elevate creative excellence! The integration means every piece of Shuttlerock-created content can be seamlessly scored for creative quality or a client’s custom CreativeX score, ensuring it’s ready to perform on digital. Discover the integration and the impact it unlocks in full → https://lnkd.in/gN93_YQd Thanks to Gabe Marshall, Caitlin Gunst, Charles Douglas, Owen Warburton, Talia Wachtel, Anthony Garay, Alex Giannakos, Denise Dearman Streckert, Madison Werries, Natalie Jane Edson, Robert McCaull, Zach Bodek + Anastasia Leng

There’s a connection between DEI and ROI. Lisa Jennings and Alim Mukhida spoke with Alyssa Boyle about Haleon's Health Inclusivity Screener, which is being used by brands such as Panadol to identify opportunities for better inclusivity. Built to measure diversity, inclusivity, and accessibility, the screener aims to incorporate inclusivity “as an expectation of our work going forward.” Discover the story in full on AdExchanger → https://lnkd.in/e4b6U5Bg

"In a world of endless scrolls, only meaningful creativity makes people stop." Our latest Creative Xcellerator is Eike U. Wobker (王艾克) (Global Head of Digital Brand Marketing for Henkel Consumer Brands) at Henkel. He discusses knowing that a career in advertising was for him, leading digital transformation at Henkel, and how AI is already impacting the marketing landscape. Discover the interview in full → https://lnkd.in/eFgdScVw

The challenge of creative fragmentation, as coined by Tom Roach, will persist regardless of the US Supreme Court's decision on TikTok. Brands must “generate the required quantity without sacrificing quality,” ensuring a consistent thread across their content for a cohesive audience experience. The latest Solve for X delves into the implications of a potential TikTok ban and explores how brands can apply lessons from the platform to address creative fragmentation.

Perfecting the marketing recipe is no mean feat. Discover new (data-driven) ingredients from Meta, Kantar, and CreativeX in this month's Solve for X. Subscribe to make sure you never miss an installment →

Over and out from DMWF Amsterdam Day 2! 🎀 Looking for 2025's hottest trends? Pinterest's 2025 trend forecast drops next week - over the last 4 years, 80% of the future trends predicted in the annual report have come true. Kitty Neuhaus-Bakker explored how advertisers are using Pinterest to reach consumers actively searching for products, through creator content (47% higher pin rate) and following the 4C's (144% increase in sales lift). 💌 Rethink your creator strategy. Ligia Patrocinio's advice? Brands should stop thinking of creators as a media output, and start placing them as a creative input. Complicating the traditional brand-agency model with creators might be challenging, but the potential pay off is huge. ✨ Scaling AI successfully. At Randstad, Miriam van der Heijden ensured internal buy-in for new AI tools by getting in-house creative teams to train their asset creation model. For Mark Cooper, success at Coty was built on creating a center of excellence, allowing experimentation while ensuring a degree of governance, and democratizing the system once it had been shown to add value. Dennis Ritter and Deepa Ann John advocated a similar crawl, walk, and run approach for Dr. Oetker and Storyteq. Demonstrating that a platform can deliver, running a pilot in a local market, and then finding the right business case to scale. 🖼️ The content question. At Booking.com, consumer behavior drives content production decisioning. Martijn Savenije explained how his teams build content to problem solve, not drive a temporary moment of fame. Sanae BOUKHANA underscored the importance of relevancy: across your target audience, your brand, and crucially the platform you're creating for. Content in 2024 has to meet the demands of the algorithm. On Day 1 Joris Mulders provided an insight into KLM Royal Dutch Airlines's cabin crews creating content for the brand. At DHL, Sanae also underscored the value of employee-generated content, while for Gaston Bernard, some of the most valuable content for Marriott International comes from real-world guests. Have you looked in the archive? Marina Krivonossova encouraged marketing teams to carry out an inventory of existing content and see what could be valuable repurposing. Visual content might be the main focus, but Chelsea Campbell pointed to the untapped value of podcast advertising, where brands can meet consumers in a "leaned in" state, making messages more impactful. That's all from #DMWF Amsterdam 2024 - see you next year...

Sunset on Day 1 of DMWF Amsterdam. Here are our highlights from the talks so far 🌷 ♻️ Economic pragmatism 🤝 Sustainability Andrew Smith explored Vinted's formula for change and the importance of building a brand position with an eye on the future. Vinted aims to harness the economic forces driving consumer culture and turn them into a powerful force for environmental good. The result? 100+ million members in 23 markets, removing the equivalent of 500,000 return flights from London to LA of CO2 from the atmosphere each year. ⚡ Reacting at the speed of social. Tugce Aksoy and Esme Rice underscored the importance of not only identifying a trend quickly but reacting fast enough that your input feels relevant and authentic. Anneli Rispens echoed this - encouraging brands to consider 'ABC' before jumping on a trend. Audience - does it resonate with who you want to reach? Brand values - does it align with your broader purpose? Culture - has the moment passed, or is it still relevant? Ultimately, you don't want to be the brand responsible for "crushing the trend."(Ekin İmge Ceylan) 📱 How can you get social right? Joris Mulders spoke to the success KLM Royal Dutch Airlines has seen from its internal teams of content creators (aka cabin crews), who have been briefed on the KLM brand guidelines as they generate content around the world. Rodrigo Milanez (PVH Corp.) explored the "share of social wardrobe", looking at #ootd posts to discover the brands and items consumers are wearing (and showing off). Evolving social listening to social intelligence, and enabling brands to connect with consumers on an emotional level. 🤖 AI won't take your job... But someone who understands AI will. Quoting Scott Galloway, Heike Lari underscored the importance of incorporating AI into your marketing strategy to best serve your goals. For Zalando, that meant using AI to help build campaigns and assets, especially for content localization and language adaptation. As Elliott Rayner 📚 pointed out - AI prompts function like creative briefs, and marketers are uniquely positioned to get the most out of them. That's all for Day 1, follow CreativeX for our Day 2 rundown. #DMWF

56,984 creatives. 1,295 campaigns. 13.1 billion impressions. In a groundbreaking study, Meta, Kantar, and CreativeX highlight the creative levers brands can use to drive up to a 74% increase in effectiveness. Fewer than half of the ads analyzed were using the creative levers uncovered in the research, leaving a huge opportunity for growth. Discover the findings in full on Ad Age → https://lnkd.in/ekt-PcmK Thanks to: Chrissy D., Maria P., Barry Christie, Kate Muir, Patricia Gregory, Anna Wilgan, Jeff L. Herrmann, Vivek Priyadarshi, Mauro Fusco, Kalyn Des Jardins, Elissa Ha., Shekhar Deshpande, Rebecca Dykema, Abhishek Jadon, and Shardul Wartikar.

This week the LA Dodgers face off against the NY Yankees in the MLB World Series. But while this year the teams have flown cross-country for the games, less than a century ago they were both NYC-based. The latest edition of Solve for X explores the intersection of sports and advertising and asks whether or not this year's MLB World Series could count as an NYC showdown ⚾