How organizations can go beyond determining whether a campaign worked to understanding why it worked.
While marketers & advertisers have mastered the science of reaching the right person at the right time, they've operated with surprisingly little visibility into what makes one creative execution outperform another. To address this gap, more and more brands are investing in Creative Intelligence to understand why customers engage with certain pieces of creative content. New research from Winterberry Group offers a comprehensive view into the evolving Creative Intelligence landscape, shedding light on how creative intelligence is being applied across the creative & campaign lifecycle, what top use cases are unlocking value today, and how organizations can begin to develop their own operational expertise in this growing field.
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Join Adobe’s Sam Garfield, Head of Digital Strategy, Communications, Media and Travel and Zack Ackerman, Data Strategy Manager, for an illuminating conversation with Winterberry Group's CEO Michael Harrison on why creative intelligence has emerged as the next frontier in marketing and advertising performance, and how brands can measure creative quality, scale personalization, reduce production waste, and clearly quantify creative’s contribution to business outcomes. Attendees will leave with a practical understanding of how creative intelligence works, where it delivers the greatest impact across the campaign lifecycle, and concrete next steps for getting started or scaling their own creative intelligence practice.
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Sam Garfield currently serves as the Digital Strategy head of both Communications, Media and Travel, as well as Data & AI Platforms at Adobe. In these roles, he provides thought leadership and works with companies in CMT and beyond on digital transformation efforts. In his previous role, he was the strategic lead responsible for setting the vision, strategy, and focus of AARP Services’ data infrastructure and analytics offering. Prior to that, Sam spent 16 years at Discovery Inc. focusing on financial systems, process improvement, and data analytics. He was the vice president of data strategy and advanced audience platforms, providing leadership on the data strategy and roadmap for Engage, Discovery’s advanced TV product. He has received bachelor’s and master’s degrees in business administration from the University of Maryland.
With over 20 years’ experience, Michael leads Winterberry Group’s marketing consulting practice, bringing strategic and executive competencies in all aspects of consumer marketing, spanning campaign development, marketing operations, supplier management, database design, data procurement, statistical modeling and quantitative analysis.
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Prior to joining Winterberry, Michael was a partner at RAZOR during its merger with NSI Marketing Services, which created Ansira. He served as Ansira’s chief strategy and analytics officer, leading the strategic direction of the firm and working with clients such as Domino’s, Panera, Nestle N.A., Mitsubishi and La-Z-Boy.
Before Ansira, Michael worked at Doner Advertising and Havas (formerly EuroR SCG 4D) building data and digital competencies focused on global brands in retail, automotive and consumer packaged goods.
Michael holds a B.A. in economics from Elon University and an M.A. in economics from Eastern Michigan University. He is on the Board of Advisors to the University of Texas at Dallas Masters in Marketing program and was previously Big Data & Intelligence Chair for Southern Methodist University’s Digital Accelerator program.
Zack Ackerman is a Data Strategy Manager in Adobe’s Digital Strategy Group, where he advises clients across industries on their digital transformation efforts for customer experience and content supply chain. Prior to Adobe, Zack spent four years in corporate and investment strategy for travel, hospitality, and healthcare brands. He received his bachelor's degree from the University of Virginia and his master's degree from Virginia Commonwealth University.
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