U.K. retailer Boots leads brand efforts to invest in ad creative’s data layer

As generative AI alters the algebra around advertising creative, more CMOs hope to lean on science, rather than art, to judge the value of campaign assets and drive media efficiency.

British health and beauty retailer Boots has been working with creative data platform CreativeX to pool results from different third-party creative measurement tools and better monitor the value its ads are generating.

The aim is to eliminate poorly performing creative assets before they go out, and boost high performing ones in ongoing campaigns, said Peter Grant, head of media effectiveness, Boots U.K. “The proliferation of digital content continues at pace. We need these sorts of tools to be able to be in a place, to be able to do the right things with them,” he said.

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