"There's been way too much focus on testing creative through data. And I just don't believe that it works" believes Johnny Winn, Head of Advertising, Virgin Media O2.

Asked about what one thing he would change about the industry, Winn went on to say: " I think that there's a certain threshold above which creative is actually kind of on its own. And if there wasn't a way to figure out whether it was good credit or bad credit, we'd never see a Hollywood blockbuster flop."

Winn elaborated by arguing that too much testing doesn't end with better creative. "I think if we were able to give our agencies or our marketing teams a little bit more credence and a little bit more trust towards building good creative that would make for better credit overall, I think."

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