Victor Murthy from Pernod Ricard talks to Lively’s Mike White in this week’s Fresh Takes virtual podcast. After watching our Fresh Takes panel live from the Contagious villa in Cannes, Victor jumped from audience to interviewee to share his experience of how to measure creativity and increase effectiveness. 

Take a sneak peek at a few of their insights below, and register to watch the interview in full - it’s quick, free and our Fresh Takes platform is full of content. 

Can you measure creativity?

Creativity is the number one driver of the ROI of Pernod Ricard’s marketing activities, helping push the organisation forward. The advantage of tech-first brand activities is that it’s more possible than ever to track the metrics - it gives a precise understanding of the return on investment, but also enables fast pivot and optimisation of campaigns. And that’s exactly what Pernod Ricard did when their Spanish liquor brand Ruajavieja's campaign went viral.

Does data have a role within creativity?

It’s always been an overwhelming task to manage the deluge of data streams. But data is today’s currency when it comes to marketing effectiveness - especially first party data, which is growing in importance. Victor explains how Pernod Ricard uses data to respond to creative proposals and ideas, and pull out the right consumer insights and target consumers. Data allows marketing activity to be more fact-based and less subjective.

What do you say to a client who demands: we just wanna reach everybody?

Interests, hobbies and passions beat knowing about gender, age and geography. If you manage to find a tribe who’s really passionate about a certain point that no other brand is picking up, and you own that point, then you can turn that group of people into advocates for your brand. It’s so much more powerful than casting a wide net, the old school way of marketing. 

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Lively’s Fresh Takes video podcasts talk to the experts, brands and businesses who deliver genuine audience connections. Our interviews focus on how creativity and technology work together to deliver innovative campaigns, and the impact of new advertising formats, channels and platforms.

Lively is a creative innovation agency taking an agnostic view across all the noise of new technology and searching for the true pioneers of creativity. Our Fresh Takes virtual podcast series helps:

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