Advertising in context: Make real-time the right time

Phil Shaw

This article argues that, rather than prioritising between technology and creativity, the key to success is in developing creative big ideas that are true to the brand, and using data and technology-driven approaches to execute them in the right context.

Advertising in context: Make real-time the right time

Phil ShawIpsos

The key to successful brand communications is not just in developing creative big ideas that are true to the brand but also in using data and technologydriven approaches to execute and deliver them in the right context, at the moments of greatest relevance and receptivity.

Context is King

This article is part of a collection of articles on the importance of context in advertising. Read more.

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