Visions of the digital future: Insights from dmexco 2013

John Davidson

Big ideas, innovation and communications strategies are all increasingly being driven by digital media, meaning brands have to focus on striking the right balance between human control and automated procedures, as well as matching technical capabilities with relevant, personalised messaging.

Many of the speakers at dmexco 2013, a conference held in Cologne in September 2013, discussed the visions, technologies and solutions that could lead to tangible business success in these areas.

Unlocking creativity

Tim Armstrong, chairman and chief executive of AOL, spoke about how data and automation could enhance creativity. His presentation began with the assertion that marketers need to assess their industry as Henry Ford once did when sizing up the potential for building the automobile.

"What would somebody from the car industry come over to our business and look at overall?" he asked. "Are we looking at advertising from an engineer's set of glasses? And if you do, what does it mean for the industry?"