Can creative speak the language of media? With Daivid’s Barney Worfolk-Smith
The Media Leader Podcast
How to bring creative and media together? It’s a question that has perplexed advertising leaders for years.
The big money in advertising has been shifting away from creative and towards media; from the big creative idea to data-led measurement of a brand’s performance. But it’s also true that it’s almost impossible to succeed without both sides of the coin working in your favour.
Barney Worfolk-Smith is chief growth officer at Daivid, an adtech company that provides creative data to clients, allowing them to measure what it calls the “constituent parts of creative effectiveness”: attention, emotional response, brand recall and more.
Worfolk-Smith argues that creative needs to start being data-led, lest it fall into irrelevance as media becomes dominant. He also unpacks the implications of commoditising creative by turning our understanding of it into 1s and 0s.
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