Sydney-based creative media agency, Slingshot, whose clients include Krispy Kreme, Inghams and Capilano, has launched a tool designed to amalgamate creative and analytics for brands.

The 'Creatalytics' tool aggregates over 75 data points across marketing science, global best practice, and platform excellence. It provides a Creative Compatibility Score and recommendations on how the creative can improve performance within a specific channel.

The tool forms part of Slingshot's new Unconventional Intelligence (UI) methodology, which aims to propel brands and businesses forward at a faster pace. The UI methodology is designed to deliver a stronger return on investment by merging category insights and industry conventions with data-driven expertise.

"We love creative agencies and the work that they produce. We want to ensure that we do our part in ensuring it performs as well as it possibly can within each channel. The Unconventional Intelligence (UI) methodology delivers stronger return on investment by fusing category insights and industry conventions, with data-driven expertise that uncovers untapped opportunities to deliver tangible results," said Slingshot CIO, Simon Corbett.

According to Slingshot Managing Director, Jane Waterhouse, "Creatalytics comes from our desire to make our clients work more effective in the media channels where they commit most of their marketing budget. It is also driven by a deep understanding of the impact creative has as the single largest driver of salience or advertising profitability. The response to Creatalytics from our clients and creative agency partners has been overwhelmingly positive. Creatalytics does not tell clients what a good or bad idea is, our job is to make the most of that idea by ensuring it is fit for channel. Ultimately this gives more time to creatives to be creative and less time spent on operationalising creative."

"At Slingshot we connect the unconnected. Our UI methodology transcends traditional boundaries, allowing us to craft insights, products and ideas that defy convention and drive our clients forward and unlock new avenues of growth," said Slingshot CEO, Simon Rutherford.