In this session...
Increases in content production, exacerbated by AI, have been accompanied by a fall in creative quality — despite the importance of creative in driving impact.
Bayer, a world leader in consumer healthcare marketing, wanted to optimize their media spend and unify their marketing ecosystem.
Bayer partnered with CreativeX to build a system geared towards creative excellence. Aggregating their creatives in one place, Bayer set up a system for ongoing data extraction, helping their teams create smarter content for the future.
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Existing trends in content proliferation have been exacerbated by AI. However, this increase in the scale has been accompanied by a reduction in creative quality. Despite creative being responsible for 56% of sales lift, in 2023, brands are set to lose an estimated $233.4 billion in media spend put behind sub-optimal creatives.
Bayer, a world leader in consumer healthcare marketing, wanted to optimize their media spend while navigating the challenges posed by AI and a fragmented marketing ecosystem.
Bayer partnered with CreativeX to build a system driving creative excellence, starting by stabilizing creative quality. This means media spend is only put behind high-quality creatives, and agencies, local, global, media and creative teams are aligned around a single KPI.
With their creatives aggregated in one place, Bayer established a system for ongoing data extraction and provided their teams with information they can use to create smarter content for the future.
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What You'll Learn from This Session...
- Understand how Bayer met the challenge of increased content proliferation while maintaining creative quality.
- Learn how Bayer reduced inefficiencies in its marketing production to protect media spend.
- Discover the KPI that enabled Bayer to rally agency and marketing teams globally around a unified, quantifiable goal for creative quality.
- Explore how Bayer is equipping its marketing teams for the future, building up a database to inform future content production decisions.
