LOS ANGELES \u2013 Despite great advances in digital and television audience targeting, platform-specific creative is a milestone the industry has yet to achieve. Until a silver bullet arrives, there\u2019s some \u201csimple stuff\u201d that agencies and brands can do, according to Amanda Richman.<\/p>\n
\u201cOne of them being, let\u2019s bring together all the right parties that all have the same interest in success in the briefing process,\u201d says the President of Investment & Activation at Starcom USA<\/a>.<\/p>\n In this interview with Beet.TV at the annual Transformation<\/a> conference of the 4A\u2019s, Richman discusses the need for creative\u2014not just media\u2014to drive effectiveness and the eternal value of human input in a technology laden industry.<\/p>\n Richman<\/a> believes that digital audience targeting has been perfected and new network television audience optimization products are showing lots of promise toward the same end. Programmatic \u201cis certainly elevating our game\u201d with respect to brand safety, when it comes to controls and processes.<\/p>\n \u201cBut we still have not put sufficient time, resources and attention really to the space around creative messaging that is more bespoke to the audience,\u201d she says.<\/p>\n The goal is to make a more meaningful impact with consumers and engaging with them not only in a campaign \u201cbut maybe across a longer period of time.\u201d<\/p>\n As for the \u201csimple stuff that we still need to crack,\u201d it starts with having the right people at the table during the briefing process and then sticking to the brief. \u201cLet\u2019s map out what it is that we\u2019re trying to achieve and understand where we actually can make that happens,\u201d says Richman.<\/p>\n The process includes tapping the best practices of publishers that can help agencies understand, say, how to make the best six-second commercial format or the best experience on Snapchat. The end goal is to \u201creally sequence and synchronize campaigns in a way that can make an impact over time,\u201d Richman says.<\/p>\n \u201cHumans and their ideas and their creativity lead the best work,\u201d she adds. It\u2019s something \u201cyou can\u2019t replace with technology.\u201d<\/p>\n This video is part of series produced in Los Angeles at the 4A’s Transformation ’17. The series is sponsored by Extreme Reach<\/a>. For more videos from the conference, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" LOS ANGELES \u2013 Despite great advances in digital and television audience targeting, platform-specific creative is a milestone the industry has yet to achieve. Until a silver bullet arrives, there\u2019s some \u201csimple stuff\u201d that agencies and brands can do, according to Amanda Richman. \u201cOne of them being, let\u2019s bring together all the right parties that all […]<\/p>\n","protected":false},"author":17,"featured_media":45309,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6298],"tags":[3594,3880,6304,6306],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45300"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=45300"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/45300\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/45309"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=45300"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=45300"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=45300"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}