Marketing Inspiration #35.2: AC Thoughts
Your weekly dose of data-driven marketing insights - AC Thoughts on Media & Creative and Olympics-Adjacent Marketing
Reconnecting Creative & Media Agencies
In a piece for More About Advertising, AC’s Dan Moseley analysed the way in which creative and media agencies have diverged for the past few decades. But silo-ing is not the way to go to ensure creative effectiveness, and while both sides can be concerned about efforts to bridge the disconnect, there is a better, neutral way to manage creativity and media performance.
Read the article to learn how adtech can be the middle ground everyone’s searching for: “Automation will transform our industry by removing tedious creative and media processes. Data analytics will be used to inform the creative process, not replace it. Couple this with more dynamic, efficient workflows and technology can give teams the freedom to test varied creative output at scale, harnessing data feedback loops to provide cross-platform, real-time insights to power the next brainstorm. Doesn’t sound so bad?
Let us know what you think!
Golden Opportunities or Olympic Flops?
We’ve all just gone through Olympic fever and advertising has definitely seen its fair share of focus on the Paris games. According to AC’s Amy Wright, the opportunity of using multiple digital ad formats gave brands access to something “a bit more ambitious.” Adapting creative in real time to respond to changing results is within reach for marketers who track live data and adapt their campaigns. Have a read of what everyone had to say about marketing & the Olympics. Could the Paralympics be any different?
