Why Creative Effectiveness Matters – Guest Article by Dr Christian Scheier in W&V Executive Briefing
In today’s AI-driven marketing landscape, one constant remains: humans decide what works. In his latest guest article for W&V Executive Briefing, our co-founder Dr Christian Scheier explores how neuroscience and predictive AI can make creative effectiveness measurable – and why technology alone isn’t enough.
Scheier explains why true impact happens only when campaigns are grounded in real consumer insight, strategic clarity, and creative execution – and when their performance is tracked and improved systematically.
He outlines how Brainsuite helps achieve this by combining behavioural science, predictive AI, and over 200 specialised modules to deliver fast, scalable effectiveness testing.