SPEAKERS

Barney Worfolk-Smith

Managing Director, DAIVID, EMEA
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Barney is MD of DAIVID, the global experts in creative effectiveness. He was making creative effective as far back as 2009 as a director of ChannelFlip, one of the earliest multichannel Youtube networks which sold to Elisabeth Murdoch's Shine in 2011. Then after leading global creative for Unruly Media he built and sold social creative agency, That Lot to Weber Shandwick in 2018. After becoming an 'accidental VC' and a period of go to market consultancy he has reunited with the brilliant CEO of DAIVID, Ian Forrester, with whom he worked at Unruly. Now they are supercharging human creativity, harnessing the power of AI to understand attention, emotions, memory and the effect that has on sales. He likes strong shirts. 

LINKED EVENTS

Emotionally Charged: Understanding emotion in ads with AI to drive effectiveness

We are all emotional animals. Emotions drive every decision we make, including how much we notice and remember advertising, therefore how effective it is. In this session, Barney Worfolk-Smith of DAIVID will break down why emotions make ads work and how DAIVID uses AI to capture and codify their ’DAIVID 39’ classification of emotions. He’ll bring this to life with a case study of how they emotionally mapped the beauty sector on TikTok for Shiseido, identifying untapped emotional areas to reveal a data led creative strategy for growth. Also, why he thinks emotions are like birds!

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