In this session...
Blow your socks off creative can live long in the memory but it's never guaranteed campaign success, planners have always had to pore over media plans and distribution strategies to maximise a message. In 2016, insight-based planning, real-time tailoring of campaigns and creatives to different datasets, and programmatic trading are seen as a must, not a maybe. Where does this reliance on data leave the creative? Is execution being commoditised, is the creative more important than ever, or does the balance lie somewhere between the creative and data geek? This esteemed panel looks at all angles.
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