How custom does creative have to be in order to be effective?

June 2018

Part of the Creativity Matters series: you know more about your customers than ever. So how much should you change your creative to speak to them? Which audiences signals are most valuable? Which changes create the most impact? CoverGirl's Ukonwa Ojo ran a series of experiments with our Unskippable team to find out. Come hear what they discovered. And if you are interested in learning more on Unskippable experiments and data-driven creative, check out our online course at

Why Google will be back at the Cannes Lions