Creativity Matters
FIG has always been driven the proven fact that creativity matters. A repeated Nielsen study conducted over 20 years concludes that the creativity of a story drives more impact on sales than brand reputation or media choices combined. Because of this, we grew increasingly frustrated that the only data sources available to help creative decision making were either consumer response data or media performance data. The breakthrough came in 2017 when we realised that the stories themselves could create a new data source: creative data. StoryData™ was born.
StoryData™
StoryData™ solves the creative data gap - a creative intelligence solution that transforms ads into data with AI tools.
In a world of infinite creative and media touch points, agencies and clients need to harness new tools to better see what's possible and stay ahead of the competition.
Creative Assets to Data
By ingesting a brand’s multi-channels ads, we transform them into raw creative data. This is enriched with our proprietary advertising taxonomy, a classification system that turns visuals and words into strategic dimensions for creative analysis.
Effectiveness at Scale
Every creative asset is scored with custom algorithms based on the drivers of creative effectiveness. We can compare that asset’s score with another asset, we can look at the performance of an entire campaign or even the brand’s story over time, compared to a custom competitive set.
Quantifying What Matters
This proprietary creative data tool strengthens FIG’s creative abilities by enabling us to quantify essential variables like meaningfulness, brand identity, emotion, and differentiation—key ingredients in crafting successful work.
Our Operating System
FIG uses StoryData™ throughout our strategy, creative development and measurement approaches. We can use the tool to help diagnose what story to tell, what the topic of the story should be, how the story should be expressed in terms of emotion and tone, and to pre-test work. It is combined with media performance data to provide a holistic view of success.
The holy grail of measurement: one piece of cloth combining creative & media data.
The Future of Creative Intelligence
By combining creative and media data, StoryData™ delivers the holy grail of measurement — one unified view that reveals how stories perform and where they can grow next.
