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Effective DCO requires a strong central creative vision
24 March 2021
Effective DCO requires a strong central creative vision
Personalisation Data-driven marketing Account planning, strategic planning

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

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