Why have ad agencies let media agencies increasingly take on the creative role?
Context is key in language, but one must always watch out for subtext – the hidden data that lurks behind what people say.
This came to mind after WPP chief executive Mark Read told Campaign in March: “We spend a tremendous amount of time worrying about media targeting… [but] not nearly enough to think about how to personalise the creative messaging.” Was he thinking about the launch of MediaCom Creative Systems, revealed a month later? The UK’s biggest media agency has launched a global division offering “addressable creative” and “creative analytics”, led by Mother co-founder and former Den
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
