Anastasia, Eike, so good to have you here.
And you've recently embarked into transformation with Henkel,
where you partner with BCG but also with CreativeX.
Do you want to share a little bit more about this journey?
Yes, happy to.
Good morning, first of all, and great to be here.
So the amount of assets that we are currently creating really
picked up like crazy.
As you know, we built with BCG a very clear set of creative
guidelines that we apply to all of our creatives.
However, as the amount really picked up, you know, we did this before.
We checked every asset by hand. This doesn't work anymore.
This is really not something that we can push forward.
To give you a number, last year we released 23,000 creatives.
So we needed an automated solution and, therefore, we
looked at CreativeX, which can really help us check our creatives at scale.
And as, adding extra pressure with our golden rules,
I'm sure it's actually not making your job easier.
So can you tell us more about CreativeX and how you're
enabling clients to bring this creative performance at scale?
Yes, absolutely.
So, first of all, we have to take a step back and admit that
creative measurement is pretty broken today.
If our CEO or CMO came to us and said, what creative decisions
have you made that have had a measurable impact on the
business, I think a lot of marketers would swallow hard.
And so CreativeX is really intent on solving the creative
measurement problem at scale for the world of digital.
There are three components this. The first one is any creative anywhere.
We pull every creative into our system, whether it's from your
DAM, your media accounts and get it all into one place.
The second part is creative signal extraction.
How do we overlay AI technology to really understand what are
the creative decisions you're making inside your advertising
and aggregate them to the kinds of things that matter to Henkel?
And third, we embed that data into tools for change.
So if your creative agency wants to understand, hey, is the
content I'm making in line with the Henkel cares about, they can do that.
If your media agency wants to understand what percentage of
our media spend is going behind the things that matter to Henkel,
there is now reporting that does that across every ad that they are running.
Eike, can you tell us more about the results of all of this effort?
Absolutely.
So there are different dimensions that we are looking at.
Let's start at the bottom of the funnel,
the ROAS: the return on ad spend, that we always measure.
That's actually one of our key metrics,
and we have seen a 30 to 50% increase actually improvement of
the ROAS versus the business as usual, but not just that.
So, also if we go on upper funnel on consideration,
but especially on ad recall, we have seen a 48% percentage
improvement in ad recall for our creatives.
Anastasia, you've been a critical component in this effort.
What advice do you have for marketing leaders?
So, the one thing I would encourage everyone to think
about is how do you scale and operationalize to change?
In our process, BCG and Henkel did the hard work of setting up the
golden rules, but what we really wanted to do was incorporate
that and Henkel's ways of working.
And so what we did is we codified them into
machine-readable format,
we automated them to get them as real-time as possible,
and then we embedded them into their ways of working so that
from creative agencies to media agencies, we can really
understand the adoption of the golden rules and measure how we
were tracking, but also really measured their media impact,
which Eike spoke very eloquently about.
Yeah, great.
Eike, Anastasia, thank you very much.
Thank you.
Thank you so much for having us.