This can only be done by balancing technology and creativity.
This article states that delivering convenience to consumers and meeting their needs by using technology has come at the cost of creative differentiation. To remedy this and to enable “amazing marketing”, the creative process must be reinvented while balancing technology and creativity.
The author notes that despite the need for creativity, it receives little investment with agencies underfunding creativity. As per Forrester’s forecasts, agency spending will grow at 2.4% through 2022 where martech, data and analytics and adtech will see growth in spending between 9-11% in the same period.
The article suggests keeping creative problem-solving at the center and bringing data, media, technology and creative together, structurally. It further highlights the need for agency leaders to prioritise coordination and consolidation. Agencies must innovate their processes, structures, workforce and capabilities, in addition to adopting data and tech-driven creativity.
[4 minute read]