Advertisers are perennially in pursuit of creative campaigns that build brand loyalty and increase sales. Stimulating insights is fundamental to achieving great creative — work that stands out and stays with you. What burgeoning methods show promise? Given diminishing attention spans, how are these methods feeding into new, experiential formats? What are we learning about the balance between automated creative and human understanding?

New approaches and tools to measure creative campaigns also deserve consideration. Automated ad testing, for example, enables advertisers to assess creative effectiveness faster. Yet not all ad testing platforms are equal, and brands must discern whether tools can deliver speed and cost-savings as well as robust methodologies.

On October 13, take part in a focused event about creative effectiveness and be privy to innovative ways of stimulating and measuring creative. Directly after, attend the David Ogilvy Awards reception and celebrate the winners in the same location. Lunch, coffee, and snacks will be provided.

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12:00pm
Lunch

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12:45pm
Welcome
Scott McDonald, Ph.D. — President & CEO, ARF

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12:50pm
What is Creative Effectiveness and Why is it Important?
How is creative effectiveness defined? What is the difference between effectiveness and efficiency? What are the key characteristics of highly creative and effective campaigns? WARC shares its definition and approach, including an introduction to the Creative Effectiveness Ladder, a tool to benchmark your work.
Carolyn Murphy — VP, Americas, WARC

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1:05pm
Using New Methodologies to Bridge the Creative-Research Divide
A summary of the ARF’s Creative Council’s new white paper on its learnings from a year-long effort to explore a variety of these approaches – some of which use self-reported methods, some of which use passive methods, and some of which use synthetic methods that don’t require the recruitment of any respondents at all.
Rose Murphy — Global In-Market Advertising Research Manager, GM
Mark Truss — Chief Research Officer, Wunderman Thompson

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1:25pm
AI and Creative Effectiveness
From art, to copy, to strategy, Artificial Intelligence is poised to transform the way creative is planned and delivered. Learn how AI can be used to generate images, write copy and generate ad strategies rooted in the most up to date understanding of what drives creative effectiveness.
Mike Barrett — Founder & Chief Strategy Officer, Supernatural

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1:40pm
Creative Reimagined: TikTok’s POV on Creative Performance
Learn about TikTok’s holistic approach to understanding what makes Creative Performance ‘Tik.’ Be privy to a demonstration about why creating for your specific ad format and platform matters and what successful creative looks like for short-form video. Uncover how different creative elements can drive success for a variety of campaign objectives.
Vita Molis — Head of Research & Insights, Global Business Marketing, TikTok
Stephanie Walz — Head of North America Research & Insights, TikTok

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2:00pm
Break

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2:20pm
The Path Forward: Identity, Representation & Authenticity
How people define themselves, their personal identity – be it their race, ethnicity, culture, sexual identity, or abilities – impacts their emotional states and sense of belonging. While there is increasing awareness of the importance of the representation of diverse audiences, the marketplace has asked for more clarity on how to effectively achieve this, in always-on manners. In 2021, NBCUniversal Advertising & Partnerships’ Insights and Research team launched a three-part thought leadership study. Learn about their plans to develop an actionable Multicultural marketing playbook to support advertisers in their efforts to understand multicultural consumers’ identities, guide them to always-on engagement with a culture first approach and uphold authentic representation of multicultural audiences.
Dana Sparber — VP, Insights and Research, NBCUniversal Advertising & Partnerships

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2:35pm
Copy-Testing Has an Image Problem
This session challenges the notion that ad testing leads to formulaic creativity. Based on case examples, Ipsos demonstrates that it is possible to blend the essentials of commercial creativity such as branding, with innovative and creative approaches.
Pedr Howard — SVP, Creative Excellence, Ipsos

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2:55pm
How Augmented Intelligence Unlocks Creative Effectiveness on YouTube
Creative is the dominant ROI driver across all media platforms and is widely recognized as the ‘last unfair advantage in Marketing’. However, creative effectiveness measurement has been an industry-wide challenge for decades. Hear from Google Creative Works’ on how they bring ML and creative minds together to uncover creative effectiveness guidelines at scale. Learn about the ABCDs insights framework for building effective ads on YouTube and its impact on ROI and Marketing Objectives.
Ariane Le Port — Global Head of Research, Exploratory 3/P, Google

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3:15pm
The Power of Creative Data: Insights & Applications From 1 Trillion Ad Impressions
Marketing teams at the world’s best brands have been leveraging a new source of data to get ahead: creative data. Learn how brands like Nestle, Heineken, and AB InBev are using creative data to inform content production, achieve creative excellence at scale and measure the impact of creative decisions on both short-term and long-term KPIs.
Anastasia Leng — Founder & CEO, CreativeX

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3:30pm
Panel: Future of Creative Effectiveness
Amidst market volatility and shrinking advertising budgets, the pressure is on to drive positive value for every dollar of spend. Convincing stakeholders to invest in creativity means focusing on effectiveness. This means that brands must prove the case that creativity drives growth when it is effective. Agency and brand leaders share their perspectives about the innovative methods and measurement presented and what the future of creative effectiveness looks like.
Piper Dolan — Head of Strategy, Ogilvy Chicago
Ann Green — SVP, Client Partner, Kantar
Helen Wolf — Global Director, Consumer Experience Insights, Colgate-Palmolive
Moderator: Anibal Casso — Chief Strategy Officer, North America, Ogilvy

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3:55pm
Closing Remarks
Scott McDonald, Ph.D. — President & CEO, ARF

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4:00pm
Cocktails

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Safety and Protocols