Despite great advances in digital and television audience targeting, platform-specific creative is a milestone the industry has yet to achieve. Until a silver bullet arrives, there’s some “simple stuff” that agencies and brands can do, according to Amanda Richman.
“One of them being, let’s bring together all the right parties that all have the same interest in success in the briefing process,” says the President of Investment & Activation at Starcom USA.
In this interview with Beet.TV at the annual Transformation conference of the 4A’s, Richman discusses the need for creative—not just media—to drive effectiveness and the eternal value of human input in a technology laden industry.
Richman believes that digital audience targeting has been perfected and new network television audience optimization products are showing lots of promise toward the same end. Programmatic “is certainly elevating our game” with respect to brand safety, when it comes to controls and processes.
“But we still have not put sufficient time, resources and attention really to the space around creative messaging that is more bespoke to the audience,” she says.
The goal is to make a more meaningful impact with consumers and engaging with them not only in a campaign “but maybe across a longer period of time.”
As for the “simple stuff that we still need to crack,” it starts with having the right people at the table during the briefing process and then sticking to the brief. “Let’s map out what it is that we’re trying to achieve and understand where we actually can make that happens,” says Richman.
The process includes tapping the best practices of publishers that can help agencies understand, say, how to make the best six-second commercial format or the best experience on Snapchat. The end goal is to “really sequence and synchronize campaigns in a way that can make an impact over time,” Richman says.
“Humans and their ideas and their creativity lead the best work,” she adds. It’s something “you can’t replace with technology.”
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