MSW’s Creative Effectiveness Score℠

Harnessing the power of Artificial Intelligence, trained on 50+ years of advertising research, to enable faster, more predictive decision making.

With the use of Artificial Intelligence, blended with human insights, the MSW Creative Effectiveness Score is the most predictive AI based creative measurement in the industry.  It is faster and predicts in-market results more accurately than any other industry measurement.

Why a blended approach?

AI is a very powerful tool and is exceptional at some things… but not all things, and that’s where our human insights and experience come in.  AI excels at recognizing certain visual-based elements in both video and still images and we use AI to identify these elements.  But, for example, when it comes to emotional context AI is challenged, and the results can and often are inaccurate.

While AI models can detect visual content and even patterns in physiological responses such as facial expressions, and even vocal tones associated with certain emotions, they inherently lack the ability to undergo emotional experiences themselves so they struggle to reliably discern emotions.  Especially when those emotions are subtle or more subjective.

What is our AI trained on?

AI is only as good as what you teach it.  In our case, we have trained our AI algorithm to recognize the presence/absence and prominence of 150 different creative content elements that influence an ad’s potential selling power across four key dimensions:

1. Emotional Connection
2. Rational Appeal
3. Brand Linkage Ability
4. Advertising Structure

Based on our 50+ years of data we have identified 30 elements, in particular, that drive in-market results to a significantly higher degree.  All 150 content elements are weighted based on their relative ability to drive MSW’s Customer Commitment Brand Preference™ and Sales in market.

MSW’s Customer Commitment Brand Preference™ has been proven to be the most predictive and validated to marketplace sales outcomes available in the industry.  Quirk’s, MASB – (The Marketing Accountability Standards Board) and the ISO have all spoken about it.

Research on research and independent validation have proven that creative containing more of these proven content elements or “drivers” of Customer Commitment Brand Preference™ which constitute MSW’s Creative Effectiveness Score℠ will result in sales and share gains in-market.

MSW’s Creative Effectiveness Score℠

1. Fast 24 hour turn around
2. Cost efficient
3. Any creative – digital, TV, print, concept, etc.
4. Track creative elements that work across media
5. Inform and empower creative partners to produce more effective advertising – consistently, across media, and with speed
6. Based on 50+ years of research on advertising effectiveness

MSW’s Creative Effectiveness Score℠ is superior to other AI creative tools:

1. Built on a blended approach of AI and human insights given AI is challenged in identifying the emotional elements in creative, which in many cases are what’s most important in “driving” sales
2. The 150 different creative content elements that we’ve identified are proven and weighted based on their relative ability to “drive” sales and share gains in-market
3. A technique anchored to MSW’s Customer Commitment Brand Preference™ metric, which has been proven to be the most predictive and validated to marketplace sales outcomes available in the industry

Brand Preference has a significant influence over consumer behavior.

Understanding consumer behavior is key to unlocking brand success. At the heart of this understanding lies Brand Preference—a powerful force that shapes consumer decisions and drives brand growth.

Here’s why Brand Preference stands out as a leading metric in brand marketing:

1️⃣ Brand Preference leads to increased sales, serving as a potent catalyst for both customer acquisition and retention—documented, validated, and proven time and again.

2️⃣ The correlation between Brand Preference and premium pricing is undeniable. Brands with higher Preference command premium prices, offering marketers valuable flexibility to optimize profits or expand market share.

3️⃣ In times of crisis, Brand Preference acts as a shield, providing real protection against market upheavals. Brands with elevated Preference levels enjoy greater consumer loyalty, offering resilience in the face of adversity.

4️⃣ Word of mouth, another critical facet—customers with higher Preference are more inclined to become brand advocates, amplifying positive sentiments and bolstering brand reputation.

5️⃣ Brands with robust Brand Preference unlock opportunities for extensions and market expansion, poised to venture into new categories and geographies.

In a world where consumer choices abound, Brand Preference emerges as the cornerstone of successful brand strategies—a strategic asset that not only boosts sales but also cultivates enduring brand loyalty and propels growth.

There’s no denying it—Brand Preference stands tall among the metrics in brand marketing. But what sets it apart?

Quirk’s Media, a leading publication in market research, has underscored MSW’s validation to real business results, a testament to our commitment to precision in advertising measurement.

Marketing-Accountability-Standards-Board praises Touchpoint, our copy-testing system, for its unmatched ability to predict sales volume and market share—outstripping competitors in accuracy.

Even the ISO – International Organization for Standardization recognizes Brand Preference as a cornerstone metric for brand evaluation and valuation – an accolade seldomly bestowed in the realm of marketing measures.

Why the acclaim? Brand Preference boasts a significantly higher correlation to marketplace results than its counterparts—outranking unaided awareness, purchase intent, and brand advocacy scores like NPS.

In fact, it’s nearly twice as accurate as unaided awareness and four times as precise as purchase intent inquiries.

In the realm of brand marketing, precision is paramount—and Brand Preference leads the way.