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The invisible enabler: Unlocking the creative potential of technology

8 min read
WARC Exclusive
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.
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Read the industry expert interviews

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

Andrea Brimmer
Ally Financial

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How technology has revolutionised customer experiences over the past decade

Ibrahim El Tawil
Mars

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How tech-driven creativity is bringing greater dialogue

Jeriad Zoghby
Accenture Song

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How data feeds into the creative process at Kraft Heinz

Kelly Roe
Kraft Heinz

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The role of data and technology in creativity at Pernod Ricard

Victor Murthy
Pernod Ricard


Topics
  • Path to purchase models
  • Using customer data
  • Digital transformation
  • Tech-driven innovation
  • Direct to consumer (D2C)
  • Omnichannel retail
  • Metaverse
  • Virtual & augmented reality
  • Creativity & effectiveness
  • Customer experience
  • In-game advertising
  • Global

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