What's Happening?
The Very Media Group, a UK-based fashion powerhouse, has been leveraging data-driven creative strategies to optimize brand marketing since its relaunch in 2023. With access to data from over 1.4 million daily site visits and 4.4 million active customers, the company has been able to enhance brand attribution, sentiment, and shopper intent. The 'Let's Make It Sparkle' creative platform, including the 'Haus of Flamingo' campaign, has received significant acclaim, with its Christmas advert ranked as Kantar's second most persuasive Christmas ad of 2023. The Very Media Group aims to use its deep consumer insights not only for targeted advertising but also to aid in generating creative campaigns. In April 2025, the company launched HelloStudio, a creative studio designed to integrate data into the creative process, offering bespoke content that connects brands to consumers.
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Why It's Important?
The Very Media Group's approach to using consumer data for creative marketing represents a significant shift in how brands can engage with their audiences. By tailoring creative content based on hyper-specific audience segments, brands can deliver personalized experiences that resonate with consumers. This strategy not only enhances customer engagement but also drives material increases in sales, return on ad spend (ROAS), and social conversions. The ability to adjust messaging in real-time based on factors like weather forecasts or financial data allows brands to speak directly to consumers' needs and buying power. This data-driven creativity can be applied across multiple channels, including email, social media, and web, extending the reach of retail media.
What's Next?
The Very Media Group plans to continue expanding its data-driven creative services through HelloStudio, aiming to connect more brands with their distinct audience at scale. As the company refines its approach, it may explore new technologies and partnerships to further enhance its creative capabilities. Brands working with Very Media Group can expect more personalized and dynamic marketing strategies that adapt to consumer behaviors and life events. This evolution in retail media could influence other companies to adopt similar data-driven approaches, potentially reshaping the global retail media landscape.
Beyond the Headlines
The integration of consumer data into creative processes raises questions about privacy and ethical use of personal information. As companies like Very Media Group leverage detailed consumer insights, they must navigate the balance between personalization and privacy. Ensuring transparency and consent in data usage will be crucial to maintaining consumer trust. Additionally, the success of data-driven creative strategies may prompt discussions on the future of traditional marketing methods and the role of technology in shaping consumer experiences.
