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Why Programmatic Needs Creativity

Programmatic has mainly been viewed as a media agency thing, with creative agencies remaining on the sidelines. VCCP founder Charles Vallance told Marketing Week that “Creatives want to create one unifying idea for a brand, although that might have a lot of expressions. Something that can bring people together, not just appeal to a specific demographic of people aged 20 to 23. They want to create one big Star Wars-type idea, not 78 versions of it,” he explained. One challenge facing creative agencies is how to think more about how their content can work in a world that's increasingly shifting to automation. Marketing, in general, has become automated.

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2 comments about "Why Programmatic Needs Creativity".
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  1. Bill Duggan from ANA, May 31, 2016 at 8:04 a.m.

    Great perspective.  This is the advertising industry and I have been personally surprised and a bit disturbed that so few of the conversations on programmatic include discussion of creativity.

  2. Tobi Elkin from MediaPost, May 31, 2016 at 8:11 a.m.

    Hi Bill, where advertising creative and creativity, in general, fit into the programmatic landscape has not been discussed very much. I'd like to see more discussions and opinion pieces about this topic. Or discussions of campaigns. Programmatic seems all over the "science" of marketing but not the art.

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