In this industry snapshot, Créo’s Anisha Sagar comments on how “agility is key in our fast-paced industry, and we must leverage our human expertise – our ability to think critically.”
What are the top lessons from 2024 that we’re taking into 2025?
For us, 2024 reinforced the importance of human intuition and creativity. Agility is key in our fast-paced industry, and we must leverage our human expertise – our ability to think critically, understand nuanced human behaviour, and forge strong client relationships – alongside the power of AI to deliver truly innovative and effective solutions.
How do you ensure your agency stays ahead of emerging digital technologies and trends?
It’s not just about keeping up, it’s about anticipating the future. We cultivate a culture of curiosity within our agency, encouraging the team to constantly explore new technologies, experiment with emerging trends, and share their insights with one another.
How do you use qualitative and quantitative insights to enhance your strategies?
Quantitative data shows us what’s happening with traffic and conversion rates while qualitative insights from social listening, customer surveys, and in-depth interviews help us understand the ‘why’ behind the numbers. By seamlessly integrating these two perspectives, we gain a 360-degree view of our clients’ target audiences, understanding their motivations, pain points, and desires.
How do you measure and demonstrate campaign success to clients?
We don’t just tell our clients that a campaign was successful, we present ROI using a painstaking, fact-based approach. Using analysis cohorts (3-5-7-14-21-30 days), we find trends and patterns to improve performance. We constantly improve datasets, track changes in real time, and respond with agility to maximise influence.
By Anisha Sagar, Chief Executive Officer, Créo
