But efficiency doesn’t always equal effectiveness. And chasing short-term success is not a recipe for creating meaningful, lasting, emotional connections with consumers. In fact, the rapid integration ...

Although thought leaders love to pontificate about the convergence of media and creative on stage at industry conferences, media and creative teams at most brands operate as if they’re allergic to ...

Creative is a strong performance lever. In fact, ad creative is responsible for nearly half of sales lift, which is more than reach, recency and targeting combined, according to recent data from ...

AI can be creative, and if you still believe it lacks a crucial human spark – how long before that spark is replicated and surpassed? While the neurological mechanics of AI creativity are inspired by ...

While many marketing agencies rely heavily on data to inform their strategies, Data Incite recognizes that creativity must ...

Alison.ai, the creative intelligence leader for data-driven creative workflows, has announced the release of its new Creative Genome, and AI Strategist agent and Agentic Video Ideation Flow, marking a ...

Today’s most effective marketing campaigns are grounded in data. But using that data effectively requires more than identifying the right audience. It means uncovering the patterns, behaviors and ...

How do agencies maintain an effective balance between creativity and data-driven strategies? We hear from Emily Hart, digital director at AKA UK. The question of utilising both data and creativity is ...

Creative, labeled as ‘non-working’ media, is responsible for driving 40-70 per cent of an advertising campaign’s performance, yet it has been deprioritised and undervalued. Global advertising spend is ...

SAN FRANCISCO--(BUSINESS WIRE)--AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, today launched Creative Optimization, its new product that provides marketers ...

Charities can now test the effectiveness of their ad campaigns for free using AI as part of a new initiative launched today (2nd September 2025) by creative data provider DAIVID to mark International ...

Ekimetrics, which supports AI-based advanced data modeling, announced a partnership with tech company CreativeX to integrate creative credit-score data into its marketing-mix modeling (MMM) platform, ...