Opinion Party: the marketing podcast  
brought to you by BAV Group & IRG  

Season 2, Episode 3

From Creative Guesswork to Measurable Magic: Quantifying Creativity with Gain Theory's Manjiry Tamhane 

SUMMARY 

In this episode, Laura Jones welcomes Manjiry Tamhane, Global CEO of Gain Theory, to the Opinion Party to discuss the intersection of creativity and measurement in marketing. Manjiry shares how E=MC2 applies not only to physics but also to marketing measurement.  They explore how AI can enhance the measurement of creative effectiveness while bringing the fun back into creative, the importance of taxonomy in data context, and how marketers can unlock growth through better measurement practices. The conversation emphasizes the need for creativity in storytelling and the role of marketing in the C-suite, highlighting the importance of aligning marketing strategies with organizational goals. 

LINKS 

• Laura Jones: https://www.linkedin.com/in/lapjones/    
• Manjiry Tamhane: https://www.linkedin.com/in/manjiry-tamhane-bb21782/  
• BAV Group: https://www.bavgroup.com  
• Gain Theory: https://gaintheory.com  
• Creative Effectiveness Decoded: https://gaintheory.com/creative-effectiveness-decoded-a-guide-to-data-informed-creative-impact/  
• Institute for Real Growth: https://instituteforrealgrowth.com  

TAKEAWAYS 

• Creativity and measurement can coexist in marketing. 
• AI advancements allow for better measurement of creativity. 
• Taxonomy is crucial for providing context to data. 
• E=MC² can be applied to marketing effectiveness. 
• AI can help codify and analyze large volumes of creative content. 
• Creativity is essential for storytelling and emotional connection. 
• Marketers need to understand their organizational culture for growth. 
• Effective measurement can unlock new growth opportunities. 
• Collaboration with the C-suite is vital for marketing success. 
• Marketers should speak the language of business leaders. 

CHAPTERS 

00:00 Bridging Creativity and Measurement 

02:54 The Role of AI in Marketing 

05:51 Understanding Taxonomy in Creative Measurement 

08:59 E=MC²: Effectiveness in Marketing 

11:55 AI's Impact on Creative Execution 

15:00 The Human Element in Creativity 

17:50 Unlocking Growth Through Measurement 

20:49 The Importance of Organizational Culture 

23:46  Marketing's Role in the C-Suite 

Opinion Party: the marketing podcast 

For season two, we asked twelve marketing leaders from a world class set of organizations to join host Laura Jones, Global CEO of BAV Group, to talk marketing myths, trends, data, and opinions. Filmed live on site at the Institute for Real Growth Summit in Cannes, summer 2025. Find us at https://www.theopinionparty.com or wherever you get your podcasts. 

Brought to you by:  

BAV Group, the world’s leading authority on data-driven branding. ™️ 
Our strategic consulting services transform brand growth into brand = growth. Whether you need to analyze, transform, or grow your brand, our team provide solutions based on 30 years of proven methodology and results. 

Learn more at https://www.bavgroup.com 

Institute for Real Growth 

We inspire CMOs to increase their personal, business, and societal impact by driving more Humanized Growth. 

Learn more at: https://instituteforrealgrowth.com  

CREDITS
Host & Executive Producer: Laura Jones 
Executive Producer: Ketzirah Lesser
Production & Still Photography: Bronac McNeill Photography & Film
Co-director, Camera, Sound, Edit: Natalie Barrass 
Photos © Bronac McNeil Photography & Film 

 
Creators & Guests

• Ketzirah Lesser - Producer
• Laura Jones - Host
• Manjiry Tamhane - Guest