Jaywing’s Accelerator Lab is focused on harnessing emerging tech to solve tangible marketing problems for our clients. It’s driven by a core team with decades of hands-on experience at the forefront of AI-driven marketing – people like Malcolm Clifford, Dr. Catherine Kelly, Joe Crawforth, and Karen Snape.
Their combined expertise is what makes the difference: Malcolm’s strategic view on data, Catherine’s deep knowledge of machine learning, Karen’s focus on driving innovation through people, and Joe’s experience building cutting-edge AI applications. Together, they lead a space where data scientists, AI specialists, and marketing strategists collaborate closely. This isn't tech for tech's sake; it’s about integrating deep expertise to build solutions that give our clients a clear advantage.
The Campaign judges highlighted the Lab’s track record in creating genuinely effective, AI-driven tools, such as:
- Archetype: Helping clients predict customer behaviour with impressive accuracy.
- Almanac: Giving a unified view of complex customer data streams.
- Comprehend: Optimising digital content so it performs better organically.
- Marketing Mix Modelling: Quantifying exactly what's driving marketing performance.
- Attribution: Measuring the true impact of every marketing touchpoint.
- And the newly launched Marketing Impact Score: Providing an objective benchmark of digital performance against competitors.
These tools aren't developed in isolation. They directly feed into the strategies we build and deploy across the agency, enhancing everything from creative effectiveness to media performance.
The judges also recognised the team’s commitment to sharing practical insights – cutting through the hype to explain how businesses can actually use new tech effectively, whether that’s through articles, webinars, or our 'Inside the Lab' video series.
The recent launch of the Marketing Impact Score (MIS) really exemplifies the Lab's approach. It provides clients with clear, actionable insights into their digital performance, helping them make smarter decisions about where to invest for growth.
For 25 years, Jaywing has been putting data science at the heart of marketing. Working with household names like Yorkshire Tea, Taylor’s Coffee, and Travel Republic, we’ve always focused on delivering measurable results. The Accelerator Lab is a core part of that – constantly finding practical, data-driven ways to optimise performance and solve our clients' biggest challenges. It’s how we ensure innovation translates directly into business impact.