Creative Effectiveness Case Study (AI Pilot) - Fixing the Creative Blind Spot

(How AI-powered Labs turned lagging ROI into new value)

The Challenge:

ROI was falling, but media audits revealed no clear cause. Creative was flagged as the likely issue — but how do you fix that at scale across a global organisation? A regional pilot set out to solve the problem by using AI to assess and improve creative effectiveness across thousands of assets, markets, and brands.

The Approach:

We built a data-led framework using AI to score creative across digital assets, rank brand and market performance, and identify low-performing, high-investment campaigns. Targeted Creative Effectiveness Labs brought together media, brand, and creative teams to rapidly improve outputs — with real-time feedback and co-creation.

Key Moves:

• 🤖 AI-powered scoring across thousands of digital assets

• 📊 Benchmarked brand and market performance across the region

• 🎯 Prioritised low-efficiency, high-investment campaigns

• 🧪 Ran Creative Effectiveness Labs with cross-functional teams

• 🧵 Co-developed and tested new optimised assets for rollout

Results That Mattered:

• 📈 +13pp uplift in Creative Effectiveness Scores (from 57 → 70)

• 💰 €60M+ in media efficiency opportunities identified

• 🔁 70%+ of flagged campaigns improved after Labs

• 📘 Playbook now adopted across multiple EMEA markets