“The Key - Quick Conversations on Creativity”: Ian Forrester (CEO DAIVID)

🦩 What is The Key 🔑 to Great Creativity? 🦩

❝ The use of creative data at scale ❞
Ian Forrester 🦩, CEO of DAIVID 🦩 Creative Data

It was great to catch up with Ian Forrester 🦩 at the Cannes Lions International Festival of Creativity, to have a
“Quick Conversation 🎤 in Cannes 🌴”...on a jetty, no less with the Hotel Martinez in the background…and hear his answer to the question:

👉 “What is The Key 🔑 to great creativity?”

🧠 🤖 For those that don't know, DAIVID 🦩 Creative Data is a flamingo-logo'd AI company helping brands test creative work at scale, measuring attention, emotion, memory and next-step intent. Then using that data to optimise creative effectiveness.

🤖 So yes...AI has made a well placed appearance in this series about "The Key 🔑 to Great Creativity".

Here’s what Ian Forrester 🦩 shared:
1️⃣ The key is using creative data at scale
2️⃣ Learn from past work to understand what really drove outcomes, not just what was made.
3️⃣ Once you generate that kind of data at scale, you can feed it back into your creative process, learn from it, and then improve what you do going forward to make your creative even better.

📺 A brilliant case study: They worked with a major broadcaster on a project that asked: if you match the emotions of an ad to the emotions of the surrounding programming content, does that impact outcome?
📈 The result? The emotionally congruent placements drove a 124% lift in website traffic.

💡 Regarding this series on "The Key 🔑 to Great Creativity", I'm finding the varying angles into the answer fascinating. So far people different roles within the world of creativity heavily inform their thoughts. Let's see how this develops. Loving it.

🙏 Thank you Ian Forrester 🦩 for sharing such a practical and evidence-led take on creativity (and for making my shirt look even greyer).

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