Slingshot has launched Creatalytics, a proprietary tool that brings creative and analytics together to help brands achieve a stronger return on their creative investment.
The launch coincides with Slingshot’s repositioning as a creative media agency, with a clear focus on making marketing dollars work harder by connecting creative and media performance more closely.
Creatalytics forms part of Slingshot’s Unconventional Intelligence (UI) methodology. The tool draws on more than 75 data points from marketing science, global best practice and platform expertise to assess each creative asset.
Every asset receives a Creative Compatibility Score, along with practical recommendations to improve how it performs within the specific channel where it will run.
Managing director Jane Waterhouse said Creatalytics grew out of the agency’s desire to make its clients’ work more effective in the media channels, describing creative as “the single largest driver of salience or advertising profitability”.
Importantly, the tool is not designed to judge ideas. “Creatalytics does not tell clients what a good or bad idea is,” Waterhouse said, explaining that Slingshot’s role is to make the most of an idea by ensuring it is fit for channel.
Chief Innovation Officer Simon Corbett said the tool is about helping great creative perform. “We love creative agencies and the work that they produce,” he said. “We want to ensure that we do our part in ensuring it performs as well as it possibly can within each channel.”
“The response to Creatalytics from our clients and creative agency partners has been overwhelmingly positive,” Waterhouse added, noting that the approach gives creatives more time to be creative and less time spent operationalising their work.
CEO Simon Rutherford summed up the agency’s philosophy: “At Slingshot we connect the unconnected.” He said the UI methodology transcends traditional boundaries between creative and media thinking.
The launch follows a run of new business wins for Slingshot, including Krispy Kreme, Inghams and Capilano. The agency’s client roster also includes BlueScope Steel, Four Pillars Gin, Australian Pork, Masterpet, Michael Cassel Group, Solahart, Daikin, Inspirations Paint, Standards Australia and Pacific Smiles.
