Technology is changing how advertisers market, but creativity still remains the name of the game, says Carl Fremont, Global Chief Digital Officer at MEC in an interview with Beet.TV. “We are in a tech boom and advancement, with more access to open-source platforms to build on top of and gain scale. But our role is less about building them and more about the creativity, and taking events in real-time and building on top of them with messaging,” he says.
Open-source platforms are part of the tech changes driving the ad business. In fact, the way products are marketed today are impacted most by factors including technology, data, behavior and personalization.
“Technology is changing how we shop, how we communicate, how we drive…that leads to behavior changes…There is also a co-dependence between behavior and technology and that has led to unprecedented amounts of data. Every media owner is focused on data…which lets us personalize our communications and content,” he says, adding that media agencies then need to organize themselves internally to align with all these changes. Fremont joined MEC last year and is tasked with overseeing digital platforms, mobile and online video on a global basis.
We spoke with Fremont as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over two weeks. The series is sponsored by Videology.