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Emotion is central to great advertising – it’s what triggers people to sit up and take notice, it enhances depth of mental processing, and it strengthens memory encoding. However, as famed professor at the Ehrenberg-Bass institute, Jenni Romaniuk, puts it: “Emotion is the vehicle, not the destination.” That’s largely because there’s little point in making people feel something if they don’t remember who made them feel it.
Emotion and distinctiveness form the foundation of our creative effectiveness framework, Emotion+. Grounded in the wealth of empirical evidence at our disposal, Cubery’s industry-leading metrics predict an ad’s potential to drive both short-term sales and long-term brand growth.
The way creative research typically gets undertaken is fueling marketing’s “short-termism” crisis (shout out to Les Binet and Peter Field for popularizing the term!). The industry is plagued by fragmented systems and inconsistent methodologies, trapping valuable insights in silos.
Most brands today receive their test results in static reports – by-and-large designed to inform short-term decision-making. But without any way of connecting the dots between tests, brands are unable to build cumulative learnings and lasting institutional knowledge. That means they’re failing to realize half the value that comes from investing in creative research. At Cubery, we’ve reimagined creative measurement for the AI era.
As Mark Ritson often says, “don’t take your cupcakes out of the oven too early.” It’s a reminder that great brands aren’t built by constantly reinventing the wheel – they’re built by giving ideas the time to develop and mature.
Our platform has been built to transform every test from a static snapshot into a compounding growth engine. Every ad contributes to a continuously growing body of evidence. Instead of rediscovering what works with every new campaign, teams deepen their knowledge of what has consistently driven effectiveness over time.
No matter how quickly technology and AI evolve, the most transformational creative insights will still largely be driven by human judgement and experience. That’s why a tailored report is included as standard on every project – not a cookie-cutter output devoid of any insight.
Creative data is complex, and surface-level results rarely tell the full story. Without expert interpretation, it’s easy for the wrong conclusions to be drawn and costly mistakes made. A creative effectiveness specialist partners with you from start to finish on every project, delivering clear, actionable recommendations that inform better decisions.
From TV and digital to social, audio, outdoor, and beyond, we can test creative across every channel in your media mix. By applying the same rigorous methodology to every format tested, we’re the only platform where you can compare cross-channel performance on a like-for-like basis.
With assets benchmarked against channel-specific and country-specific norms, you can quickly identify your strongest performing creatives, optimize media investment, and build more effective campaigns. Best of all, our metrics are simple and intuitive, becoming the shared language for creative effectiveness across the business.
Our pricing is simple, transparent, and flexible, starting at just $2,250/£1,750. With three levels of analysis to choose from (Evaluate, Diagnose, and Optimize), you’re able to select the right depth of insight on a test-by-test basis – meaning you only ever pay for what you need.
Every project includes a tailored report along with dashboard access in perpetuity, giving you a permanent home for your creative intelligence as it accumulates. For video tests you’ll also receive our flagship moment-by-moment emotional activation analysis, revealing how the ad makes people feel in real time – helping pinpoint exactly what’s driving engagement.
Whether it’s an early-stage concept, rough storyboard, animatic, or finished film, we can test and track creative effectiveness at any point in the development lifecycle. Get fast, actionable feedback to validate creative and media decisions prior to launch, helping reduce risk and minimize wasted spend. Easily compare performance versus industry benchmarks, the brand’s creative history, competitor activity, and global best-in-class work.
With a decade’s experience testing advertising from around the globe, our databases are among the industry’s most robust. That means at every stage of the development process your results will be compared to the most rigorous benchmarks.
Our team can have your project up and running within minutes. Results will be available in your dashboard from just 6 hours, and a fully tailored report delivered within 2-3 business days.
We allow you to validate more ideas, optimize creative with certainty, and make faster, commercially informed decisions at every stage of the development process – without delaying tight production timelines. Because research should accelerate great ideas, not stifle them.
“The Desk Break” struck an emotional chord by channeling Logan Roy–style fury to dramatize everyday burnout, making Asics’ message about mental wellbeing both memorable and relatable.
Asics case study
Starbucks’ “Hello Again” celebrated human connection by bringing back the brand’s personal touch—showcasing baristas and expertly crafted coffee. It’s a lively reminder of everything customers know and love about Starbucks.
Starbucks case study
Reese’s “Don’t Eat Lava” cleverly used humor to warn people about the perils of real lava—while playfully promoting their Chocolate Lava Big Cups as the only molten indulgence worth savoring.
Reese's case study
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Which ideas, concepts or territories have the most potential?
How can early cuts be optimized prior to final editing?
Is the ad strong enough to run? How should we plan our media?
Can the ad be run again? How does it perform in other markets?
Is the ad getting noticed? Is creative efficiency declining over time?
Read our guide to early-stage creative testing
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Diagnose includes all Evaluate metrics, plus:
Optimize includes all Evaluate & Diagnose metrics, plus: