Subtext — creative intelligence for advertising

Subtext: A creative intelligence firm

We combine behavioral research, the science of story and specialist-trained AI models to provide insight into how brands can improve their advertising — rapidly, at scale.

01 · Our tools

Are you sure your feedback will improve the creative?

Connects the dotsTrained on 20MM audience data points linking creative to behavior
Focuses the feedbackSeparates symptoms from causes: fewest changes, biggest impact
Builds new muscleShows how creative works, building comms capability as it goes

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Does your ad testing make your ads more creative?

Tells the whole truthMeasures conscious and unconscious consumer response
Unleashes the creativeFinds what drives the work to build it up, not tear it down
Elevates the insights roleLinks creative to behavior, putting insights at the center

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02 · Discover more

Research that actually improves creative

We rely on science rather than surveys. Our research measures the impact of advertising on consumers’ emotions, cognition and behavior — without relying on their awareness of that impact, or their ability to diagnose it.

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Brand foundationsBehavioral quant and qual that build brand, story and portfolio advantage
Creative strategyCulturally compelling, story-oriented insights that inspire creativity
Creative executionAd testing that actually improves your creative

Make story your competitive advantage

Social and behavioral science keep proving that story is the most effective way to change the behavior of large groups. We re-cast marketing on the science of story — from narrative-based positioning to ideas that persuade.

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The timeless brand storyNarrative-based brand strategy that turns a point of difference into a struggle and resolution the whole organization can activate
Re-told in a timely wayConnecting the brand story to culture to inspire campaign ideas and marketing action
The singular ideaCampaign thinking built to move culture

The Storyteller Creative Excellence Series

Workshops and lunch-and-learn seminars that leave everyone in the room smarter, more confident evaluating creative, and inspired to build great work — for clients and agencies alike.

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Novel principles, real proofEach session pairs new principles with compelling proof points and best- and worst-case examples
Your work on the tableTime to discuss current work and live creative challenges
Scoped to fitFrom single 45-minute sessions to one- or two-day programs