Mars is strengthening its effectiveness culture and allowing its marketers to strengthen their “creative muscles” through the embedding of behavioural research into its advertising testing.
Its tool, Agile Creative Expertise (ACE), which first launched in 2020, uses an audience’s emotional reaction and attention to ads to predict their effectiveness in driving sales.
Last year, Mars used the tool to test around 700 pieces of creative from across 29 geographies, Sorin Patilinet, the company’s senior director of marketing effectiveness, tells Marketing Week.
The use of ACE is helping Mars’s marketers more readily recognise what makes an effective creative, he says.
“The more the tool is used the more there is a creative muscle that gets trained,” Patilinet explains.