Independent creative media agency Slingshot has introduced Creatalytics, a proprietary tool bringing creative and analytics together for brands to amplify return on creative investment.
Creatalytics aggregates over 75 data points across marketing science, global best practice and platform excellence. It then gives assets a Creative Compatibility Score and recommendations on how the creative can improve performance within a specific channel.
Creatalytics is part of Slingshot’s new Unconventional Intelligence (UI) methodology and repositioning as a creative media agency.
Slingshot CIO, Simon Corbett, says the agency loves creative agencies and the work that they produce.
"We want to ensure that we do our part in ensuring it performs as well as it possibly can within each channel," he says.
"The Unconventional Intelligence (UI) methodology delivers stronger return on investment by fusing category insights and industry conventions, with data-driven expertise that uncovers untapped opportunities to deliver tangible results.”
Slingshot MD Jane Waterhouse says Creatalytics comes from the agency's desire to make its clients work more effective in the media channels where they commit most of their marketing budget.
"It is also driven by a deep understanding of the impact creative has as the single largest driver of salience or advertising profitability," she says.
"The response to Creatalytics from our clients and creative agency partners has been overwhelmingly positive. Creatalytics does not tell clients what a good or bad idea is, our job is to make the most of that idea by ensuring it is fit for channel. Ultimately this gives more time to creatives to be creative and less time spent on operationalising creative."
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