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Pre-launch packaging testing for UK CPG brands
A visit to the Easter aisle makes one thing immediately apparent: this is a category driven by...
The Creative Edge
The podcast at the intersection of AI and creative effectiveness. Join industry-leading voices from CPG, retail, and AI as we unpack what truly drives creative impact.
Latest episodes
8 September, 2026
23.06
The trust problem with marketing claims
A claim can be completely true – and still backfire. LifeLock's "one in four people experience identity theft" was accurate and research-backed. Consumers just heard it differently: "that's not me – I'll be the three out of four." A claim score...
Episode 006
13 July, 2026
39.18
From AI hype to operational reality: What marketers need to do next
Episode 005
Discover how Dragonfly AI can help you boost creative performance
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Episode 001
24 February, 2026
31:00
A new era for creative effectiveness
Attention is just the start. Creative only drives growth when it’s remembered. Recall is surface-level – true effectiveness lives in how brands stick in memory. Emotion fuels what sticks. Emotion strengthens memory at the moment of exposure. But...
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Olipop built the prebiotic soda category – can Aapa's UK debut win on shelf?
A visit to the Easter aisle makes one thing immediately apparent: this is a category driven by...
Better packaging needs smarter testing, not more of it
A visit to the Easter aisle makes one thing immediately apparent: this is a category driven by...
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