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?
While some companies are making cuts to marketing spend given the current economic situation, dessert brand Gü is upping investment as it looks to strengthen its brand.
Tony’s Chocolonely describes its product as its “biggest marketing tool”, but having now established its brand it is now looking to scale, with plans to start investing in paid media soon.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The Gym Group is on a mission to drive awareness, as marketing director Emily Kortlang admits it doesn’t currently match up with what the business has achieved.