creative-effectiveness
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Andrea Diquez and the business of a good laugh
A theatre-loving Venezuelan found her way into advertising and stayed for the people. Now GUT’s global CEO, Andrea Diquez is taking a familiar conviction into a much larger network: creative work needs room to be brave, and a reason to exist.
System1 puts a price on how an ad makes you feel
A kangaroo, a Christmas wish and millions of emotional responses power the London company’s pitch: test the feeling before buying the airtime. Now its own future is being tested by AI competition and a contested takeover.
CreativeX
CreativeX is a New York-based AI creative data platform that automatically analyzes a brand's images and videos to score creative quality, enforce brand and platform best practices, and connect creative decisions to media performance. Used by more than 30 of the world's largest advertisers - including Unilever, Heineken, PepsiCo, Google and Mondelez - it turns the historically subjective business of advertising creative into measurable, comparable data across thousands of brands and markets.
Anastasia Leng
Anastasia Leng is the founder and CEO of CreativeX, a New York technology company that uses AI and computer vision to measure the quality, consistency, and effectiveness of the images and videos brands put into the world. Fortune 500 giants like Unilever, Heineken, Mondelez, Nestle, and Google use it to bring data to the one part of marketing that has always resisted measurement: the creative itself. A lifelong nomad raised across seven countries and a former Google product lead who co-founded the celebrated ecommerce startup Hatch, Leng has built CreativeX into one of the defining companies in the emerging field of creative data, raising about $30 million along the way.