DAIVID ??

Thank you to Contagious for publishing our founders Ian Forrester ??& Barney Worfolk Smith ??. TL:DR: #Emotions not very well understood. Improve that and improve the quality and variety of ads. PLUS generative AI is JUST around the corner. Understanding what makes us more human is the antidote to that. Creative, media, strategy, data, tech. Unite, tribes. Plus some solid LotR puns from Barney Worfolk Smith ?? #CreativeEffectiveness #Emotions #CreativeImpact https://lnkd.in/e3mRkQB2?

A bit of magic for this #FridayFilmsWithDAIVID Emotions are complex so it's fascinating to see DAIVID breaking down this magical 2 minutes of ET, The Extra Terrestrial into AMUSEMENT, INTEREST, WARMTH, SURPRISE and a whopping dose of NOSTALGIA. Just the top 5 identified from the DAIVID 39. #CreativeEffectiveness that makes you wanna phone home.

'Testing is your coach, not your judge'. Erica is talking our language. We deliver back insight every day to clients and we're always clear that it is data to improve effectiveness of thinking, not to let an idea live or die.

Here I go writing something again ?? So much passion went into this piece. We've all seen too many amazing, breakthrough ideas fall through the cracks due to testing results coming back less than "favorable". But testing shouldn't just be about diagnosing, it should be about optimizing and expanding. It shouldn't be about what the judge and jury say, it should be about what collaborators (our consumers) think. Thankful for amazing partners like One Minute to Midnight who live and breath this approach everyday and support impactful creative and Curiosity for just being a kick-ass place to work and grow ?? Anyways. Enjoy. https://lnkd.in/e5uSJ6Ck

We're big fans of Effie Worldwide and the UK Awards are open now. The robust 4 part judging system is the real deal and gets to the heart of how a really effective campaign is made. Our CGO Barney Worfolk Smith ?? will be judging again too and is excited about the new Brand, Agency and Newcomer of the year awards. Get involved below if you've got something worth shouting about. https://lnkd.in/e9766xBT

The Oscars were packed full of Pharma ads this year. We had a look at a few of them for MM+M - thanks for having us! https://lnkd.in/ei84Mty4

#IWD tomorrow so a special #FridayFilmsWithDAIVID Janelle Monáe here as a young Mary Jackson, arguing her right to education and her dream to join NASA in Hidden Figures. As the protagonist builds rapport with and persuades the judge to her right to unsegregated education we see the primary emotion evoked as 'ADMIRATION', 2.5x the norm and building throughout. Right on. #CreativeEffectiveness

We'll never stop sharing this Multiplier Effect paper from WARC. The seductive, easy saline drip of Performance has ironically, led to a doom loop where Brand investment is neglected, despite it's clear multiplier effect. But persuading CFO's without data isn't easy. Here's your cure. #CreativeEffectiveness https://lnkd.in/ejFJ__gP?

Barney Worfolk Smith ?? has been distracted on his cycle commute for a while. we decided to settle the argument with creative data.

We love Arif Haq's Creative Ladder. We agree that great creative is messy but that there are repeatable and recognisable structures which set you up for success. #CreativeEffectiveness https://lnkd.in/eN5HHK_t