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 Halfords issuing a profit warning to the gold standard in B2B brand building, it’s been a busy week. Here is my take.
Few brands are growing their marketing teams, and all-female functions are rarer still. While PatPat’s lead marketer Ranu Coleman didn’t intend for it to be an all-female team, there have been some unexpected benefits.
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
As Mastercard marks 26 years partnering with the Brits, marketing boss Raja Rajamannar discusses consistency, sonic branding and why Generative AI requires serious thought.