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.