Case study • GLOBAL CPG BRAND
The media was fine. The creative wasn't.
+13Points creative effectiveness, 57 to 70
SCORE 57 → 70€60M+ EFFICIENCY FOUND70% CAMPAIGNS FIXED
The brief
ROI was falling but media audits found no clear cause. Creative was the likely culprit. The real question was how to fix that at scale, across thousands of assets, markets and brands.
The approach
We built a data-led framework that used AI to score creative across digital assets, rank brand and market performance and surface the low-performing, high-investment campaigns. Creative Effectiveness Labs then brought media, brand and creative teams together to rebuild the weak assets with real-time feedback.
Key moves
What we did
- AI 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
The numbers
57→70
Creative effectiveness score
€60M+
Media efficiency identified
70%
Flagged campaigns improved
The playbook is now adopted across multiple EMEA markets.
James challenged our assumptions and was right. The media was fine, the creative wasn't. His approach helped us fix it, and it worked.Regional Digital Director, Global CPG Brand
Work with me
Let me know what's stuck.
A short note about where things are jammed is enough to start. I'll tell you honestly whether I can help, and where the real problem probably sits.