There should be a universal source of insight for strategists, creatives and media specialists.
The mounting pressure for better returns from marketing and media investments is bringing agency data and technological capabilities to the centre stage. Agencies are building audience activation platforms to deliver growth, efficiency and scale. The article states that data-driven creative hasn’t become a reality yet.
Forrester’s report argues that CMOs and agency partners should take the “human + machine” leap. Creative dissonance is the primary obstacle for agencies failing to connect data platforms to creative development processes. To meet demands of performance and differentiation, agencies must establish a partnership between machines and people.
AI should be a part of the creative team, where designers, writers and technologists are assisted with information, inspiration and automation. Lastly, agencies should predict the capabilities required for further data-driven creativity.
[2 minute read]