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EXPERT VIEW MEDIA
Boots Turns the Ad Library Into a Learning System
Boots’ work with DAIVID and CreativeX shows why creative effectiveness is moving beyond campaign evaluation towards a more useful question: which assets deserve the next pound of media spend?
EVM Team
Sep 253 min read
Destreza Bets AI Marketing Needs More Decision Discipline, Not More Output
Andy Parton’s new London consultancy is built around a familiar marketing problem: AI can accelerate work, but brands still need accountable judgement over the decisions it informs.
EVM Team
Sep 234 min read
Cultural Relevance Is Too Useful to Be a Single Number
Newsworks’ new sales modelling gives cultural relevance welcome commercial weight. But brands will get more from treating it as a diagnostic than another headline KPI.
EVM Team
Sep 204 min read
Confidence Is the Scarce Input in Britain’s AI Roll-out
New Ipsos findings show technology anxiety at a long-term high in Britain. For brands, AI adoption now depends as much on perceived control and proof as capability.
EVM Team
Sep 134 min read
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