Last month, Publicis Groupe was awarded Campbell’s U.S. retail work, Canadian and Asia-Pacific creative, along with its digital, technology and consumer promotion business plus media planning and buying globally, as Advertising Age reports. “It was not about spec creative,” says Yin Woon Rani, VP, Integrated Marketing at Campbell. “We didn’t ask for any creative work. It was really about who can help us harness data, turn it into creative insights and deliver it with craft.”

In this interview with Beet.TV at the 4A’s Accelerate conference, Rani explains the benefits and challenges that “giant lakes of data” pose for multi-brand, packaged-goods marketers and how they must balance broad reach with granular targeting.

“I think the biggest hallmark of the marketplace today is the pace and complexity of change,” says Rani. “So I think most marketers are looking for true partners that can help marketers navigate that change, not be fighting it anymore.”

Campbell was looking for “the right operating model to help us compete in the future,” she adds.

CPG brands don’t always have first-party transaction data to inform their strategies, so Campbell sought to become more thoughtful about how it partners with existing data and retail partners and how it uses proxy data. To Rani, the most important thing was to be “clear about what decisions we’re driving to, not just gathering all data in the world in these giant lakes and then sort of like fishing basically, which is what sometimes the industry I think is a bit guilty of.”

When you have a portfolio of brands, you have a portfolio of audiences, according to Rani. “And frankly, in many ways we know television is still the most efficient way” of achieving brand objectives. In addition, “equally legitimately, there’s a role for much more targeted either by audiences, by product or within a big product.”

So Campbell doesn’t see mass and targeted as an either/or choice. “We see it as kind of an and proposition, based again on business goals.”

The company’s media plans “have tilted very heavily to video across screens,” says Rani, who welcomes the advancements being made in television targeting. “We’re excited to see it essentially catch up to the digital world, hopefully with less of some of the digital ecosystem issues that we’ve seen along the way.”

In the “battle for attention,” Campbell like other marketers experiments with “lots of different” copy lengths.

“We don’t over rely frankly, on the traditional thirty-second thing as our starting place. We start with what’s the most important part of the plan. The thirty-second commercial has a role, but it’s not always the most important part of every plan anymore.”

This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page.

“We’re able to stich together a profile that’s not a static view of you. It’s a very dynamic way of looking at your life,” she adds in this interview with Beet.TV at the 4A’s Data Summit.

Agile data platforms yield not just one big audience but “multiple, different audiences that are scaled in size that allow us to know that its big enough that it’s actually going to move your business.” The goal is to find “an own-able, distinctive and very authentic place to engage with you.”

King believes there is a place for dynamic creative optimization but not as a one-size-fits-all solution. “It’s a great place to test with different audiences what’s actually not only going to resonate with them but get them to drive to action.”

When technologies like machine learning and artificial intelligence become more advanced, agencies will be building a lot more dynamic and programmatic experiences for people.

“We’re not going to just be delivering ads,” says King. “We’re going to be delivering whole experiences that surround the consumer that they’re going to want to engage in because they’re so enjoyable.”

Part of the enjoyment will be ads that resonate on an emotional level. “They give them a sense of you’re with them. Which is where we really want to be with our brands versus talking at people and not really knowing who they are.”

This video was produced at the 4A’s Data Summit in New York. Please find other videos produced at the conference here.

Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.

“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.

Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.

“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”

Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.