CreativeX, which provides a creative data platform enabling brands to “define, measure and scale creative excellence across their global content”, has secured a $25m investment from Guggenheim Investments, with participation from Beringea, the Brandtech group, and Conviction.

CreativeX provides a new data source to brands including Nestle, Facebook and PepsiCo, to enable them to measure the creative element of marketing against global excellence goals, with products and workflows from CreativeX to implement change at scale.

Its platform automatically analyzes all of a brands in-flight and pre-flight image and video content to determine how that content stacks up relative to industry best practices, as well as the brands own creative criteria for success. The company said that, on average, image and video content first put through its platform meet just 28 per cent of a brands own minimum standards for creative quality, equates to millions in ineffective spend.

Using this data, CreativeX gives marketers a customizable global view into everything from creative quality to the representation of people in their ads, providing a measurable framework for tracking and achieving creative excellence as content production continues to rise.

Launched in 2015, CreativeX technology is now used by more than 30 of the worlds largest advertisers, powering creative decision making across more than 5,000 brands and more than1,000 agencies, across more than 130 markets. Today’s funding announcement marks an important milestone in accelerating the marketing and advertising sector’s ability to know how their creative drives brand growth.

“Marketers are waking up and recognizing their creative for what it is: a major untapped competitive advantage to drive media efficiencies and long-term brand growth,” said CreativeX Founder and CEO, Anastasia Leng. “CMOs are responding to the overwhelming research surrounding the impact of creative by launching Centers of Creative Excellence and rebuilding their insights and production capabilities to scale content production in a data-backed way.”