Using Data and AI to Cultivate Creative Excellence with Anastasia Leng, Founder & CEO at CreativeX
Hashmap on Tap, Ep. 98
“We are not trying to automate creativity. In fact, we very explicitly don’t use that word because we don’t think machines can do that; we think only people can do that. What we’re trying to do is create a canvas in which creativity can thrive.”
— Anastasia Leng, Founder and CEO at CreativeX
Did you know that only 20–30% of a brand’s budget is going towards content that meets their definition of quality? This means that approximately 70–80% of a brand’s content doesn’t adhere to its best practices.
While a “need for speed” approach to crank out new content feels like it should be effective, it can actually be a detriment to the brand and its creative quality. If a brand doesn’t create content that meets their standards, they aren’t using an effective marketing strategy that takes advantage of the possibilities that exist for creative quality.
What does this mean for your brand’s marketing strategy? If you have a vision of achieving creative excellence and putting your marketing dollars to work at their full potential, using data and AI can help you succeed at accomplishing that goal and bringing that vision to life.
So before you add that picture of puppies to your next marketing campaign, listen in to this episode of Hashmap on Tap as Anastasia Leng joins show host, Kelly Kohlleffel, to reveal the secrets to successfully using data and AI to achieve creative excellence. Anastasia is the Founder and CEO at CreativeX, who is using data and AI to help customers like Unilever, Heineken, ING, Facebook, and Pepsi achieve their creative goals.
Anastasia’s background gives her extensive insight into marketing perspectives, and over the course of the episode, she candidly shares details about her past endeavors. Listen in as she talks about founding her first startup, Hatch.io, and doing both Product Marketing and Brand Strategy at Google and Interbrand.
On tap for this episode is tea — Anastasia indulges in a cup of Casablanca, a mint and bergamot tea from Mariage Frères, and Kelly sips on a seasonal favorite, Apple Pie Chai from the Republic of Tea. While enjoying their tea, Anastasia and Kelly discuss a variety of topics including the biggest challenge faced in creating creative content, what trend she has a “personal beef” with, and best practices that you can use to succeed with creative quality.
Check out Anastasia’s perspectives on:
- The biggest challenge for creating creative content
- How CreativeX was born out of technology from her first (unsuccessful) startup
- The development of CreativeX’s Creative Quality Report
- The four pillars that CreativeX’s combo data and AI creative content solution is helping their customers address (plus, a sneak peek at the fifth!)
- How many companies are effectively taking advantage of creative quality
- Understanding your brand’s Creative Quality Score and Creative Quality Spend Rate
- Why it’s important for your brand to establish standards for evaluating creative content quality
- Best practices for creative effectiveness that stand the test of time
- Her favorite spot in London to have a glass of wine, read, and people-watch
Listen to the Episode:
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