How strategy became creative and vice versa

Traditionally, strategy has always been the domain of media agencies. But with data-driven advertising, creative agencies can take a strategic role too.

It’s all down to the tools we have at our disposal, which let us plug all kinds of data into ads so that they respond dynamically to what we know about the person receiving them.  

While data-driven advertising can require more complex project management and a little extra planning, the beauty of it is that we can give our creatives magical ‘superpowers’ to deliver infinitely more relevant messages.

Watch our video for more on the strategic challenges and benefits of data-driven advertising.