By Beth Lawrence, Thursday, September 24, 2009
Today I will address the Association of National Advertisers Client Forum with an important message: It’s time for technology to factor into the advertising equation early and often.
A smart and strategic blend of technology and creativity is critical to developing effective digital advertising campaigns, but the role of technology is too often overlooked. A few, who we refer to as “Creative Technologists,” are already doing this beautifully, and their successes provide best practices for our industry.
Creative directors who passionately embrace technology as an essential part of their role will soon be leading advertising’s next creative renaissance. And while there’s no question advertising will always be an idea-driven industry, those who focus only on the big, attention-grabbing ideas, taglines, and buzz-generating events will be left behind.
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