Stream 1
The Next Era of Creative Effectiveness: Measuring Brand Endurance with Data Science Agents
McCann’s philosophy is rooted in building brands that stand the test of time. In this session, we introduce the Brand Endurance Index — a powerful new approach to measuring the long-term impact of creativity, beyond short-term campaign metrics. Learn why brand endurance is essential for sustained business growth, how it’s shaped by the ‘Three Cs,’ and why traditional modelling methods fall short.
We’ll explore how McCann is partnering with causaLens and leveraging Causal AI agents to overcome data complexity, automate modelling, and democratise insight generation — making it possible to measure and scale brand endurance across clients and categories. Discover how AI data science agents are enabling strategic scenario planning and creative effectiveness at scale.
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Annie Hou SVP - Global Head of Data & AI, McCann Worldgroup -
Haydn Russell Group Research Director , McCann