Fidelity’s Speros: Out Of Great Risk Taking Comes Great Creativity

BOSTON – First it was “Reach out and touch someone” for AT&T and now the ubiquitous “Green Line” for Fidelity Investments. Jim Speros had a hand in both creative endeavors, along the way refining his definition of creativity. “To create disruption, you have to start by being a curious person,” Speros, EVP of Corporate Communications […]

 

Advertising Must Get Back To Creativity: Starcom’s Richman

CANNES — These days in ad land, it seems like the only topic in town is data. The transformative potential of data-driven tools has spawned a plethora of advertising technology platforms, allowing buyers to sellers to better mediate the trading and targeting of messages. For an industry that has always prided itself on creative messaging, […]

 

Collaboration Is Key To Creativity: SMG’s Parker

LONDON — By the time Steve Parker gets to Cannes, he will have earned a glass or wine or two on a yacht. The UK joint CEO of media agency Starcom MediaVest will have completed a 500km, multi-day bicycle ride from the center of France, across a series of mountains and down to the Cote D’Azur. It’s a […]

 

Creatives Must Catch Up To Programmatic: VivaKi’s Bertozzi

LONDON — Digital ad systems referred to as “programmatic” have revolutionized the targeting and trading of online inventory. Next up, they are going to need to get creative. “Technology has really focused on the area of targeting and direct response and unfortunately has left the creative industry behind,” Marco Bertozzi, global clients president at Publicis’ VivaKi […]

 

Xaxis Combats TV Distraction With Synchronized Mobile Ads

Now that TV viewers are using mobile devices to distract themselves from TV ads, GroupM’s data-driven Xaxis unit is trying to bring those ads to the palms of their hands. The unit recently launched Xaxis Sync, its technology for buying ads on social networks at the same time they run on TV, in further global markets, following inception […]

 

DDB’s Chief Creative Officer: Data Alone Doesn’t Create Brand Relevance

COLOGNE – Data alone isn’t the answer to better ads. Creativity, insight and relevance still reign, says Amir Kassaei, IBC Chief Creative Officer, DDB Worldwide, in an interview with Ashley J. Swartz, CEO of Furious Minds, at DMEXCO last month. The problem with data is that it’s not always used to foster value, he says. Data […]