Dynamic Creative Optimisation (DCO) – the tailoring of creative to addressable data signals – often ends up as a narrow performance-led tactic that delivers formulaic work. Paul Porter and Oliver Feldwick of The&Partnership outline how it can live up to the potential of the data and the creativity within organisations.

The promise of DCO

DCO offers marketers the ability to tailor content to delight individual consumers, but doing that effectively not only requires having a strong and compelling central creative vision, but also the use of relevant platforms and systems so that it can tailor meaningfully to audiences.

Getting DCO...