Know which creative is working.
And which is wasting your budget.
The first step is a Creative Intelligence Discovery. We'll analyse past campaigns to show you what's working and create a brief for what to produce next.
The best performing creative drives over 4x the profit of lower quality creative (Kantar/WARC). Creative intelligence closes that gap.
creative's actual share of incremental sales
Only 41% of marketers test creative systematically.
Nielsen and NCSolutions studied nearly 450 campaigns and found that creative quality accounted for around 49% of incremental sales. Surveyed separately, marketers estimated 19%.
The platforms are now highly prioritising this shift as well. Andromeda and Google re-weighted their rankings toward creative signal, not audience precision so the algorithms now choose who sees what automatically. What's left for a marketer to control is what gets created, how and why.
Most brands are running untested creative and hoping it performs.
Creative quality is the driving lever of performance. It requires bold ideas, insights, automation and continual testing to ensure your ads perform best.
If you don't have the measurement structure in place, you aren't refreshing creative and you aren't testing, then you're leaving money on the table.
A structured view of your last 90 days of content, scored against the Fluorescence Index — five dimensions of creative performance in one number.
What is working and what isn't.
And what should you do next.
Your next creative brief, informed by the discovery findings.
A creative framework for your content, key recommendations and a guide on what to make next.
A structured set of hypotheses to test inside your existing platforms.
We'll provide guidance on the recommended platform creative variants, testing methodologies, audience recommendations, targeting and re-targeting and success metrics.
A chance to understand your current creative or performance challenges. To align on goals and what success looks like.
GA4, Meta Ads, Google Ads, Search Console. No risk, just read only. No files transferred.
We'll review past performance, understand your brand creative and content libraries. We're looking to see what worked, for whom and why.
We will develop your Creative Performance Map and your Creative Intelligence Brief.
We move into the ongoing programme, running the test plan, reading what each round shows us and feeding it into the next brief.
Experience implemented across enterprise brands, across 15 campaigns and 20+ global markets.
Each testing its own hypotheses independently and building a library of learnings.
What did we find to be true? That relevancy and personalisation mattered. And that testing creative concepts and variants helped drive qualified leads, compounded learnings and influenced the next brief.
Fluorescence is built on this thinking, by the same team who built and operated it. We bring the same methodologies, systems and intelligence to your business. This isn't a guarantee, but it's a promise to understand the creative intelligence and set up a test-and-learn agenda.
A review and understanding of your content and paid media operations to produce your Creative Performance Map and your Creative Intelligence Brief.
A discovery across your creative operation and paid media activity. Where you are, what works, what doesn't, how to improve content production and what content to test first.
If you're running a larger brand and content operation, we can scope it together on a short call.
A monthly loop that turns the discovery into creative intelligence, closes the loop and keeps compounding.
The discovery establishes the foundations and the baseline. The Performance Programme is the continual read of your performance that follows.
We establish what you need to be testing, at what frequency, and how the learnings feed the brief and sharpen our hypotheses.
The Performance Programme is priced once we have run the discovery and understood your content operations.