When creativity is sidelined in e-commerce, here’s how to take back control

Low Lai Chow

Marketers who believe in only the short term have sidelined creativity, says MediaCom’s Josh Gallagher.

Global e-commerce is seeing a massive growth spurt, making 10 years of progress in just 10 months. About 60% of the world's online retail sales already come from Asia and the industry is predicted to reach US$5 trillion by 2022.

However, something about e-commerce doesn’t sit right for Josh Gallagher, MediaCom’s global head of commerce consulting, as he rattled off these impressive statistics at the recent Spikes Asia X Campaign event.

“Despite this growth, I fear for creative’s ability to impact the e-commerce industry,” he said, explaining that creativity has been “unquestionably sidelined” in recent years as media teams find...

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