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»Creative

Creative Agencies Bring Media In-House

As consumer attention continues to fragment, creative agencies are relying more on real-time insights to craft personalized messages and optimize them on the fly. That requires bringing media and creative services closer together. While smaller indie shops are bringing media execution in-house to make messaging more relevant, holding companies experiment with cross-discipline and cross-agency teams.... Continue reading »
by Alison Weissbrot // March 7th, 2017 //
»
Accenture Interactive Isn’t Looking To Kill Creative – It Wants To Subsume It

Make no mistake about it: Accenture Interactive is here to eat the agency’s lunch. “Our clients asked us to get in this business,” said Glen Hartman, Accenture Interactive managing director for North America, at AdExchanger’s Industry Preview on Wednesday. Clients are starting to look for “nontraditional service providers” that can tie multiple threads together. That... Continue reading »
by Allison Schiff // January 19th, 2017 //
»
Cannes 2016: Ad Industry Gathers Courage To Tackle Its Programmatic Creative Problem

Are programmatic advertising and creative storytelling finally coming together in a meaningful way? It's a good question to ask at the Cannes Lions festival, where the whole point is creativity – or it used to be, before the twin powers of data and media started elbowing in on the joint a few years back. But... Continue reading »
by Zach Rodgers // June 23rd, 2016 //
»
Lyft Backs ‘High-Profile Moments With Hard-Working Impressions’

On the heels of Lyft’s first national TV spot that aired this spring, the ride-sharing app’s advertising efforts are still in overdrive. As a challenger to Uber, Lyft seeks to convert willing drivers and passengers in less-penetrated markets for the brand, such as New York, by combining big brand activations (TV and out-of-home) with smaller... Continue reading »
by Kelly Liyakasa // June 21st, 2016 //
»
How Programmatic Tech Will Become A Part Of The Storytelling Process

Creative and tech have an uneasy coexistence. But the advertising world is in the early stages of a new hybrid model, where creative relies on tech for personalization and storytelling. “With programmatic buying and targeting, the contextual opportunities are increased to quantum levels, and we’ll need machines in order to address them,” said Chick Foxgrover,... Continue reading »
by James Hercher // October 21st, 2015 //
»
Mobile Creative Takes A Village

Best practice No. 1: A tiny burger on a tiny screen isn’t going to convince anyone of anything. When Opera House, the creative strategy arm and ad lab under mobile ad platform Opera Mediaworks, consults with a brand or an agency on a mobile campaign, developing the right creative is the big thing – especially when... Continue reading »
by Allison Schiff // July 31st, 2015 //
»
Kinetic Social Picks Up $17.5 Million In Funding To Fuel Creative Push

Kinetic Social is choosing growth over profitability. The social ads company, which announced $17.5 million in venture cash from Multiplier Capital and Bridge Bank on Tuesday, will use the bulk of its funding to ramp up its content management and creative services through an internal outfit the company is calling Creative Studio. The infusion brings... Continue reading »
by Allison Schiff // July 21st, 2015 //
»
BBDO Atlanta CEO: Agencies Need To Be Smarter About How They Produce Content

With all the recent talk about automating the ad-buying process, it’s easy to forget about content. But Drew Panayiotou, president and CEO of BBDO’s Atlanta division, thinks agencies will sink or swim depending on their ability to produce the “next generation of content.” “Content is dramatically changing as media is changing,” Panayiotou told AdExchanger. Panayiotou... Continue reading »
by Liz Rowley // January 27th, 2015 //
»
Huge Executives On Where Technology and Creativity Collide

As more advertising happens programmatically, it’s increasingly difficult to blend automation and creative design. And though Brooklyn-based digital agency Huge doesn’t buy media, it feels the influence of automation in advertising and doesn’t necessarily feel it’s for the better, at least from a creative standpoint. With roughly 1,000 employees, Huge operates offices in Atlanta, Washington,... Continue reading »
by Liz Rowley // December 1st, 2014 //
»
Mindshare's Digital Chief On Mixing Media With Creative

As Mindshare Chief Digital Officer Norm Johnston recalls, the impetus for Content+ occurred during the Cannes Lions advertising festival over several glasses of rosé. (What else?) Content+ is a partnership between media agency Mindshare and its WPP sister, digital agency POSSIBLE, that launched last week in London, Singapore, Shanghai and North America. “What came from... Continue reading »
by Ryan Joe // November 24th, 2014 //
»
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