Creative Intelligence: Are Your Creative Investments Truly Working?

In the bustling world of marketing, creative has long been the unsung hero, often mislabeled as “non-working” media, despite driving an incredible 40-70% of an advertising campaign’s performance. Yet, the sheer volume of content needed today is staggering, and our processes are struggling to keep up. Global investment in creative and content is projected to surpass $140 billion by 2026, but here’s a shocking truth: an estimated 40-50% of creative assets produced annually are never activated in media. This represents billions in wasted effort and a critical bottleneck in your content supply chain.

At APR, we understand these production challenges deeply. That’s why we’re incredibly proud to be a foundational sponsor of the new Winterberry Group report: “Demystifying Creative Intelligence: Enhancing Marketing Effectiveness at the Intersection of Media, Audience and Creative.” This groundbreaking research is set to transform how we think about, manage, and optimize creative production.

This isn’t just about measurement; it’s about making your creative process smarter, more efficient, and ultimately, more impactful.

Creative Intelligence: The Missing Piece in Your Production Puzzle

The report cuts through the confusion, defining Creative Intelligence not as mere ideation, but as a powerful system for collecting, structuring, and analyzing creative decisions against performance data to continuously optimize assets for effectiveness and engagement. It’s the essential link that unifies media, audience, and creative data into a measurable, performance-driving engine, directly impacting your production pipeline.

With the rapid acceleration of AI and LLMs in creative development, the ability to produce, version, and optimize creative assets is being revolutionized. What once took weeks of manual labor can now be accomplished in hours, with AI augmenting creative strategy and production. Winterberry Group anticipates widespread adoption of Creative Intelligence in the next 24-36 months, driven by these advancements and the urgent need for greater production efficiency and measurable outcomes.

This isn’t just about new technology; it’s about a transformational shift in how creative production operates. The Winterberry Group’s extensive research, based on surveys of over 200 senior brand and agency executives and in-depth interviews with 50+ industry experts, provides an evidence-based examination of this critical shift.

Ready to Revolutionize Your Creative Production Process?