Data liberates creativity: Learnings from MORE TH>N and the financial services sector
Brian CarruthersWarc
The traditional approach to brand and campaign management is fundamentally flawed and marketers need to embrace the opportunities that new technology offers in order to produce better and more effective content more quickly, believes Dominic Grounsell, marketing director/personal at financial services business RSA.
When speaking to an audience at Warc's Measuring Advertising Performance 2014 conference (read the full report from Day One), he deconstructed the many ways in which he felt let down by existing methods of measurement and shared some of the...