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Guest: JP Danon

Guest: JP Danon

9th Jul 2026

This week’s Bootcamp is powered by enough energy and enthusiasm to power a small town.

Even after a stag do weekend, JP from CAN showed up with full-throttle belief in one thing:
Great creative drives results.
Not vibes or vanity metrics. Results.

JP is encouraging comms pros to shift from a publisher mindset to a performance marketing mindset.
Publishing asks:
Did we put something out?
Performance marketing asks:
Did it change behaviour?

JP calls CAN’s approach an outcomes machine.
Machine learning, optimisation, amplification. But here’s the important bit:
The machine works best when the creative is strong and the stories are local.

These stories matter more and lead to greater interaction.
Logic and creativity aren’t rivals. Not opposites. They are partners.

So, here’s the question for this week:
How do we build in proof and stress-test ideas early?

 

CREATIVE WORKOUT:
Ideas with more impact

Take an idea (project or task) you’re working on or one that’s half-formed.

Step 1:

Complete these sentences:

  • This idea will succeed if…
  • We’ll know because…
  • We can measure that by…

Be specific.
Clicking. Signing up. Showing up. Changing something.

 

Step 2:

Now ask yourself:

  • Does this sharpen the idea?
  • Or dilute it?

If it sharpens it, you’re onto something.
If it weakens it, the idea may need further thought and development.

The goal is not to shrink creativity.
It’s to make it stronger.

Start with logic.
Ground it in evidence.
Then get creative inside that reality.
That’s where outcomes live.

 

Step 3:

JP also believes many campaigns waste money by being everywhere rather than focusing on places that work.

Ask:

  • Where does this idea genuinely belong?
  • Which channel will drive the action we want?
  • What can we ignore?

 

ABOUT JP:

JP works with public sector teams to deliver measurable behaviour change campaigns through CAN. They combine data, machine learning and performance marketing with strong, story-led creative.

JP believes that logic and creativity work best together and that local, meaningful stories drive real outcomes.

Connect with JP on LinkedIn

 

 

THE CREATIVE COOLDOWN:
Story first. Results follow.

This week, we wanted to leave you with an example of creativity that moves people.

The Run, created by CAN Digital with local authorities, tells the story of 11-year-old Tom as he finds safety and stability through foster care.

It’s a reminder that great creative isn’t just about telling stories. It’s about inspiring action.

Take 2 minutes to watch The Run and notice how emotion becomes a catalyst for change.

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