The social network invented by a computer science drop-out may look like the same white-and-blue product to all of its two billion users. After all, Facebook is a platform. But that doesn’t mean Facebook cannot also be the place where creative messaging can thrive. Whilst the company operates as a self-service ad platform, it is also […]
Advertisers felt like they got good at Facebook some time ago. But, at the world’s largest ad agency holding group, most of that expertise was concentrated amongst the buyers of ad space. That’s why WPP saw the need to tool-up Facebook savvy amongst the people actually tasked with creating ads for that inventory. Together with […]
CANNES — Cannes Lions is billed as “the international festival of creativity” but, judging from some of the tech talk that has made in-roads in recent years, you could forgive a delegate for not feeling very creative anymore. So, in a world of ad-tech, what place does creativity have at the table anymore? Creativity is […]
Sean Bryan can’t wait to get to the Cannes Lions festival this year. And it’s not just because he has high hopes for McCann New York’s groundbreaking Fearless Girl campaign and its work for brands like Godiva, Microsoft and Nespresso. “I love it every year. But this year in particular is going to be an […]
LONDON — In his first year as Managing Director of the Cannes Lions festival, Jose Papa will be overseeing a number of new initiatives. One in particular is designed to bring together some 15,000 participants in new and engaging ways under the auspices of its networking pillar. One of the things “that excites me the […]
Marketers all around the globe face three basic, common challenges, according to longtime advertising executive Rishad Tobaccowala. They are reigniting growth, engaging with consumers and finding the right organizational structure that can facilitate the first two. “For most countries, the number one thing that clients are looking for is how do they grow again. So […]
BOSTON – First it was “Reach out and touch someone” for AT&T and now the ubiquitous “Green Line” for Fidelity Investments. Jim Speros had a hand in both creative endeavors, along the way refining his definition of creativity. “To create disruption, you have to start by being a curious person,” Speros, EVP of Corporate Communications […]
So-called “programmatic” technologies are revolutionizing the trading and targeting of online ads. But what about the content of those ads? Many ad-tech vendors, who have spent the last few years touting programmatic’s numerical capabilities, are now battling over its next wave – the chance to use programmatic in the actual construction of ads themselves. “When you think about programmatic advertising […]
By her own employer’s admission, Susan Credle is a real-life “Peggy Olson”. By all accounts, the global chief creative officer of FCB’s career bears more than a passing resemblance to that of the fictional Mad Men character, once rising from the bottom of BBDO to become its creative chief. “They said ‘we’ll pay you $11,500 to fill in […]
If the old age of advertising was about pushing sales messages to viewers, the current one is about involving them in conversations in which they end up really caring about the speaker or cause behind the message. That’s why the McCann agency operates with the mantra: “Creativity is the only way to survive.” It’s one Sean Bryan is on […]
After a flurry during which the “maths men” seemed to be usurping the “mad men”, every ad-tech exec these days takes pains to promise that programmatic can propel creative marketer messages. But one ad woman says that isn’t happening – now, according to the Maxus Global agency’s CEO Lindsay Pattison, it is time to finally unite […]
The technology behind targeted media has developed robustly, but the creative side still needs work. However, that’s poised to change as the industry works on evolving standards for creative and technology within ads, says Cary Tilds, Chief Innovation Officer at GroupM in an interview with Beet.TV. “The standards [for targeted ads] that we are developing are around […]
LONDON — What do convincing men in India to share laundry duty and selling premium headphones and speakers have in common? To MediaCom, they were opportunities to leverage technology and consumer data to inform both creative executions and content creation for major brands. In the walkup to the Cannes advertising awards celebration later this month, […]
When Craig Atkinson talks about the contributions of data and creativity to advertising that is most effective in engaging consumers, he thinks in terms of Taoism, while some people perceive a struggle between the two. “I think the reality is they have to work in a yin and yang kind of approach,” Atkinson, Chief Investment […]
SEVILLE — The ad industry has come a long way in the enablement of trading through digital pipes and automated decisions. Now a new wave in artificial intelligence is bidding to make even smarter decisions on buyers’ behalf – and it’s all about alleviating staff of the boredom of testing out different ad outcomes. “The […]
SEVILLE — The ad-tech world has got pretty good at finding the right audiences and executing the right media buys at the right time. But what’s left on the table? Mobile, measurement and that little matter of creativity, says one exec working at the numbers end of an ad data company. “There’s a surge in people […]
LAS VEGAS – While advances in targeted digital media advertising have become increasing powerful, the creative side of has become “anemic” – and needs to be addressed, says Tim Armstrong, Chairman and CEO of AOL, in this interview with Beet.TV We spoke with him last night at CES about advertising and the big year of […]
The prospect that, in a connected era, TV ads could be assembled from multiple component parts to make up a 30-second spot that is custom-built for a particular individual viewer is getting some marketers is excited. But how viable is this idea, really? Nielsen’s precision and planning SVP Eric Solomon reckons: “Dynamic creative, at an individual […]
These days, marketers have copious data at their fingertips and can target and sequence advertising with mathematical precision. But where’s the fun in that? “Sometimes, you’ve just got to wing it; sometimes, it’s about gut,” says Vonage media VP Kathryn Szumowski. She believes programmatic advertising technology can enable more, not less, creative advertising. “We want to […]
Mobile is helping push scientifically-accurate programmatic advertising technology to new heights for ad tech vendor Rubicon Project – next up, the company reckons it’s time to put creativity back in to advertising. “One of the big things you’re going to see with mobile is storytelling becoming more and more important – when you’re trying to […]