Your definition of good.
Every asset, everywhere
Your creative standards, built on what drives your commercial outcomes. Applied to every brand, market, agency and channel. Measured by a number production and media can both move.
Design scores around the guidelines statistically linked to the outcomes you care about, whether that’s sales, brand lift or media efficiency. Each asset is scored only against the guidelines that apply to its brand, channel and format, so a high score means the asset is built to perform.
Apply the same scores to every asset, whether it comes from your agencies, production partners, creators, in-house studios or generative AI tools. Every partner works to the same clear definition of good, so quality stays consistent however many hands an asset passes through.
Each gap comes with a move: shift weight to the assets built for the goal, pause or swap the ones that aren’t, or send an asset back for the one fix that would lift its score. Budget moves while it still matters, not in the post-mortem.
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Since the launch and implementation of our four key hygiene factors, our creative effectiveness score rose by 50%.
Bram Reukers
Global Smart Creative Lead, Heineken
Asked Questions
A higher score indicates stronger adherence to the creative standards being assessed. Those standards can draw on evidence linking creative execution to business outcomes, but a score does not predict or guarantee an individual ad’s performance. It helps teams identify execution issues and prioritize improvements; campaign measurement establishes how the advertising performed.
Before launch, scoring helps teams identify guideline failures and prioritize revisions. During a campaign, those findings can inform recommendations to fix or replace assets and reconsider the media investment behind them. Production and media teams can use the same evidence to coordinate their next steps.
Yes. Creative Scoring covers content from agencies, production partners, creators, in-house studios and generative AI tools. Applying relevant standards across those sources helps teams compare adherence and identify where assets need attention, regardless of who or what produced them.
Yes. Creative Scoring supports standards tailored to your requirements, with assets assessed against the guidelines relevant to their brand, channel and format. This gives teams a consistent framework while accounting for the different requirements an asset needs to meet.
Creative Scoring assesses how an asset meets defined creative guidelines. It makes adherence to those standards measurable, showing which criteria an asset meets and where it falls short. Teams can use those findings to give specific feedback and prioritize improvements.