Performance Marketing Strategies
Brand marketers underwrite the ad industry’s creative endeavors. But many still aren’t sure they can justify the output of their creative agencies to C-suite colleagues.
According to a survey of senior marketers conducted by measurement firm Gain Theory, 49% said they weren’t confident that the data they had would help them defend marketing decisions to a CFO.
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Bose CMO Jim Mollica hasn’t used a creative agency in four or five years, he told Digiday. One CPG CMO, overheard at a dinner this week, said they no longer believe in agencies of record. They want ideas to come from anywhere — a creative agency, a creator, even AI. Creator-owned StudioB founder Olly Lewis met with several CMOs this week who want creator-made shows, not TV ads, as the baseline for their advertising.
These are small examples but they point to something bigger. For the first time, a growing number of CMOs are thinking about creative more broadly than creative agencies. Those businesses don’t have a monopoly on it anymore.
“What we see from our own agency partners when we collaborate from the same starting point are more relevant campaigns that enhance the consumers’ in-the-moment experience — faster iteration, sharper formats, and work that adapts as audiences do,” said Corey Rados, head of global creative studio at Uber Advertising. “When AI is optimizing placements against real-time behaviors in milliseconds, brands need to build campaigns that can move fluidly with those signals. This makes closer collaboration across creative and media necessary.”
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