To truly unlock the unique creative potential in digital, CMOs and CIOs must align and share the goal of customer obsession while building virtualised experiences, write two leaders from MediaMonks.
With competition just a click away, relevance and creative differentiation become critical for brands, calling for a combination of media- and data-driven creative, analytics and optimisation.
The benefits of retail experiential over media buying may be more powerful than many brands realise, says Mediamonks' Shanghai executive producer.
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