Lemkau discussed this topic during a session at the 2017 Cannes Lions International Festival of Creativity, where she argued that creatives should take full advantage of the figures and facts on offer in moving well beyond the Mad Men era.
"I would welcome the challenge, and I think the agencies do. Because you no longer need to make that one, epic 30-second spot like Don Draper to appeal to everyone," she said. (For more details, read WARC's exclusive report: JPMorgan Chase & Co. targets data transparency and brand safety.)
"You have the freedom to be able to put multiple versions of creative out there, to drive different business results for different audiences."
Achieving this goal, however, will rest on a change in mindsets and procedures. "I think it requires a very different level of marketer, it requires a different agency," she said.
"But the plus is there should be a lot more creativity out there. There's a higher velocity of creative, there's creative for difference purposes.
"So you're not just hitting, 'Make sure lots of people watch this ad or don't skip it'. You're getting to: how can different audiences actually drive different business results? So the great agencies and the great brands embrace that."
As an example of turning this idea into practice, she referenced pre-testing as a potential tool for enhancing creativity at agencies in the digital age, rather than restricting it.
"I think they're happier about it, because they get to produce more and you get more immediacy, instead of relying on the brand to market research your idea," said Lemkau.
"Everybody will question the research if the research spits out an idea," she continued. "When you actually can see it, then a good agency should embrace it, because they're proven right."
Alongside enhancing the craft of advertising, Lemkau added, this approach can also reduce the time spent "getting in fights about: 'Will this ad work or not?' How many have we been in? It just wastes time".
Data sourced from WARC