MRG Annual Conference 2025

Meet DVJ at the MRG Annual Conference 2025

This year’s MRG Annual Conference takes place in Utrecht under the theme “Navigation” — exploring how researchers and marketers steer through change, creativity, and innovation in media and insights. The event brings together the brightest minds in the industry to share knowledge, discuss challenges, and uncover new directions for brand growth.

DVJ Insights will contribute to this year’s programme with the session Navigating Creativity: How AI is Unlocking the DNA of Effective Advertising, taking place on Thursday, 20 November.

In collaboration with DPG Media, Nielsen, and leading universities including the University of Groningen and the Technical University of Munich, we explored how AI can decode the creative elements that truly capture consumer attention. By analysing 18 years of automotive print ads with AI-based tools, we uncovered what makes advertising distinctive, effective, and emotionally resonant.

Our findings reveal how distinctiveness in advertising has declined over time — and how data-driven insights can guide brands back toward creativity that stands out and drives impact.

We look forward to sharing this pioneering research and connecting with peers at the MRG Annual Conference 2025 in Utrecht.

For more information, visit https://www.mrg.org.uk/events/262