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Industry snapshot: Dan Bulman, Baked

Dan Bulman, CEO, Baked.

HOW IS YOUR AGENCY’S ROLE DIFFERENT TODAY FROM A YEAR AGO?
As a creative agency we’re now pushing for closer, earlier integration into the media planning process –whether that’s done in-house by the client or at another agency. Creative is the variable of media success, and media brings attention to powerful creative. Bringing the two together earlier is the best way to drive real business results for our clients.

WHAT ROLE DOES TECHNOLOGY PLAY IN CREATIVITY TODAY?

We’ve seen an explosion in brands looking to 3D modelling and production as they reduce the amount of traditional photo and video shoots since the outbreak of the pandemic. Once you have a 3D scan of a product, it can be used in perpetuity too. It’s a great example of how technology can drive efficiencies in creativity.

WHAT ONE PIECE OF ADVICE WOULD HELP CLIENTS GET THE MOST OUT OF THEIR AGENCIES?

Drive them towards a proactive rather than a reactive attitude. Are they sending you ideas and solutions to challenges before you’ve asked? Any agency can answer a brief, but the secret sauce that creates a real partnership is the free sharing of ideas – even if that idea doesn’t make the agency any money. It’s about building long- term trust and transparency.

WHAT WILL THIS YEAR’S BIGGEST CHALLENGE BE, AND HOW DO YOU PLAN TO TACKLE IT?
As a rapidly expanding agency, our biggest challenge is scaling our culture as we bring in new faces and build the team in different regions. We approach this through ensuring we’re hiring an empathetic, kind leadership team and trusting them to be the guardians of our culture– as well as our creative operations. People always come first.

WHAT ARE YOU MOST EXCITED ABOUT THIS YEAR?
I’m most excited to see how brands rethink their marketing spend as, hopefully, the world’s economy begins to recover. The pandemic has shifted e-commerce forward 10 years and brands are sure to be looking to drive marketing efficiencies through combining powerful creative and media to deliver the strongest business results for their investment. We want to be part of driving that conversation forward.

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