In this episode, our CMO, Helen Mussard, sits down with Callum Smith, Head of Marketing Strategy for Global Business Marketing at TikTok (Europe & Israel), to explore the evolving value of creativity in digital advertising. Together, they dive into the newly launched Return on Creative playbook, developed by IAB Europe and TikTok, uncovering the insights, collaborative process, and industry input that shaped its creation.
From redefining ROI to prioritising authenticity and empathy, the conversation looks at why creativity is more essential than ever, especially on platforms like TikTok, where creators drive connection and innovation. The episode also explores how brands can rethink measurement, leverage AI, and scale impactful storytelling in a fast-changing digital landscape.
