Our Creative Programmatic event is coming up on 2 March and our sister brand, Econsultancy, caught up with two of the speakers at the event, O2’s Head of Digital Excellence, Nick Adams, and TUI’s Head of Media, Sammy Austin. Between them they discussed some of the biggest emerging trends and challenges in programmatic, and offered their opinions and advice on where creativity fits within this channel.
As the latest figures from the Direct Marketing Association reveal email marketing is becoming more important than ever, the industry is turning to new technology such as programmatic to ensure that email is as personalised and relevant to consumers as the rest of the marketing mix.
Both brand and agency experts debate how programmatic approaches in the advertising space might unlock creative opportunities and what future doors that might open. Is creativity in the programmatic sphere the next Holy Grail for an industry set on connecting with the right consumer at the right place and time?
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
As we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Michelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
Marketers are feeling optimistic about employment prospects as the UK’s lockdown restrictions ease, following a year marred by redundancies and furlough.