Automation helps agencies streamline the production and publishing of digital ads and creative content. Agencies are able to produce and execute more complex campaigns with higher relevance, which in return performs better.
Agencies are in most cases responsible for delivering creative and innovative ideas, and many brands fear that automation will put a stopper for creativity. Terms such as programmatic media buying, marketing automation, DCO and artificial intelligence, still evoke scepticism.
It’s about the right balance
Creativity will always be a substantial attribute for all brands, ut, the need for automation and smoother workflows is a fact. Clients expect a lot from their agencies, as they should, because they are experts in their field.
If, for instance an agency was to create a campaign for a large company with 230 branches, with two messages and in seven formats, they will probably make about 3220 ad versions.
Without automation technology, the agency would have to spend months on producing all the ads, loose track on the original creative concept and the the client would have to increase their budget tremendously to be able to maintain quality and performance of the creative assets.
Automation combined with creativity as an exciting challenge
Technology will not replace creativity, it will only generate new ways to be creative and, automation makes it possible for agencies to be even more creative. It makes them able to execute larger and more advanced creative concepts. Traditional campaign and performance managers, as well as everyone who works with creative content, has to evolve and continue to embrace the new paths of creativity.
The technology provider is also responsible
Request that the tech provider is a part of your creative concept development phase. It is crucial they understand marketing and gain insight into the work processes within the creative agency. Only this way will they be able to develop tools that will enhance your creative process. It will make the end product and process much smoother for everyone involved.
Relax! People and creative brains still play a big and important part
Because ad-tech and mar-tech platforms give creative agencies so many new tools and automated features, there is now an even greater need for creative brains.
Concepts, strategy, people maintaining systems and design experience is more important than ever. There is no way to stop the development of new technology, and remember that knowledge is acquired and broadened by the people and the brands who dare to try new things.
Embrace cooperation between cross skill teams to gain better result for you client
To be able to succeed with tech heavy setups and campaigns it is no longer sustainable to work in silos with creative concepts. Invite skills from media, tech, analysis, concept and production into the development of good creative idea. To have competence from a lot of departments involved early in the process will make you able to see possibilities that will improve results big time.
Test fast and fail small to learn what performs best for your team and brands
One of the most important changes in media and media production is that both agency and brands now are able to test, learn and improve with high quality and speed without spending large budgets. When effect is proven creative technology also makes it easy to scale and version what works best. The media landscape, platforms and browsers is changing and its fundamental for the brands to ownership of their own content and assets. And be able to version it out with the help of you as an creative agency
Track everything in every channel and test, learn, adjust. Fail fast and fail small.