The invisible enabler: Unlocking the creative potential of technology

8 min read

WARC Exclusive, September 2022

Summary

This report, in partnership with the market-leading customer engagement platform, Braze, examines how creativity and technology drive standout customer engagement, looking at five themes and case studies drawn from the WARC Rankings.
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Brands should audit available tech and data to establish what’s available and crucially, if it’s being used to its best capabilities.
Marketers should prioritise creative investment in the part of the omnichannel journey that will yield the best return and tap into customers’ energies and passions to provide a truly memorable experience.
It is advisable to put in place a first-party data collection strategy and ensure data is being collected to facilitate a meaningful, personalised connection with customers.

Read the industry expert interviews

How Ally Financial has adopted gamification as a way to grow financial literacy

Andrea Brimmer
Ally Financial

How technology has revolutionised customer experiences over the past decade

Ibrahim El Tawil
Mars

How tech-driven creativity is bringing greater dialogue

Jeriad Zoghby
Accenture Song

How data feeds into the creative process at Kraft Heinz

Kelly Roe
Kraft Heinz

The role of data and technology in creativity at Pernod Ricard

Victor Murthy
Pernod Ricard

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