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Katie Newman From Leo Burnett: Creativity Is The Main Ingredient, But Technology Is The Secret Sauce
Liz Unamo| 10 de julio de 2017
Newman dice que las ideas creativas poderosas ofrecen ventajas competitivas
Katie Newman, CMO at Leo Burnett spoke about the importance of technology in creativity in an interview published on the agency website. When consulted on the role technology plays in the modern age, Newman said it enables marketers to find the right prospects, connect with them through more personalized experiences, and refine those experiences based on behavior. But technology alone will not make people become interested in a brand. “Creativity will always be the main ingredient, but technology is secret sauce” she said.Newman emphasized that powerful creative ideas and not necessarily technology are what give marketers competitive advantagesIn her opinion, this is just a means to help creatives be more relevant. “DMPs and CRM platforms allow us to integrate our customer data, DSPs enable better targeting, and CGI and augmented reality make content more life-like. But at the end of the day, all of this is in service of creativity that evokes emotion.”She said that some advertisers think that technology is hindering creativity in advertising, but she disagrees. “Technology has the ability to amplify — not hinder — creativity” and she pointed out that we can’t think about technology and creativity in separate silos. “Never use technology for the sake of trying to be innovative. Consumers are smart and can see through this. Focus on making people feel and take action, and then apply the tools and tech to help you get there. If it’s successful, you’ll see it in the results” she concluded.
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