Makka, who holds a PhD in Art and Philosophy, brings a unique blend of science and art to DAIVID, matching its commitment to the data-led decoding of what makes creative effective. She has formerly held senior roles at Camper and Ted Baker, and will lead effectiveness strategy and project management at the high growth start up.

DAIVID, based in London, helps brands and agencies maximise the effectiveness of their ads using bespoke frameworks and a top of the range tech stack. The platform uses a suite of advanced technologies – including facial coding, eye tracking and computer vision – to advise advertisers on how to optimise the emotional impact and attention generated by their ad campaigns. Clients include Mediacom, Omnicom and ADK Marketing Solutions.

Makka’s role means an expansion of DAIVID’s capacity and the continued growth of its leadership team.

Makka said “I am extremely excited to join DAIVID, an innovative and unique start up that embraces diversity and promotes creativity. Bringing on board my academic, research, artistic and leadership experience I am thrilled about this opportunity”

Ian Forrester, DAIVID CEO added ‘We’re over the moon to have Lizeta join DAIVID to lead our Insight and Strategy team globally. She brings a very rare combination of creativity, honed during her time as Creative Director for top fashion brands, and analytical ability, illustrated by her illustrious academic career. As we expand DAIVID into new territories, Lizeta will be pivotal to our growth, ensuring that DAIVID’s strategic thinking and delivery remains consistently world-class’

Makka joins at an exciting time for the London-based creative effectiveness platform. The company has huge momentum with new staff and advisers, as well as new client relationships in Europe, the US and APAC.

To follow DAIVID on Linkedin, click here.

And please enjoy some of Lizeta’s art!