Our audio channel aims to spread the knowledge shared in all of Step's events and reach everyone looking to learn more about the latest advances in technology, innovation, and investments from accomplished leaders.
Our audio channel aims to spread the knowledge shared in all of Step's events and reach everyone looking to learn more about the latest advances in technology, innovation, and investments from accomplished leaders.
Balancing data insights with creative freedom is a big topic today. Hazem Karkoutly, Louise Blake, Chris Eid, and Razmik Kalaidjian discussed how AI can help with ideas and trends in agency-client relationships.
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HIGHLIGHTS
(0:20) Evolving Client-Agency Dynamics
(5:02) Data vs. Authenticity
(9:03) Creativity in Advertising
(14:11) Marketing Balance
(23:44) Future Trends in Client-Agency Relations
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QUOTES
"Data contributes to the decision has to or else you're shooting in the dark. But you have to understand your brand and your proposition and your position in order to do it, you can't just really rely on data to tell you everything you want, because your competition is going to have the same input as you."
"Data is ingredients that gives you what ingredients you should use, okay, your recipe is your brand and your creativity. So it'll tell you what you can use and what works."
“Data should inspire you in ways that you didn't necessarily have access to that type of information.”
“Data will give you the principles, the goalposts will give you the requirements of where you should play, but the creativity needs to still lead the way and your brand at the end of the day should dictate how you communicate.”
"Data is one input when it comes to decision making."
"Data should complement the creative process, not distract from it."
“The creative process, if it's bound with certain data points is always we've all dealt with, it's an evolution.”
"Clients are demanding more focus on their DNA, brand, and industry."
"Agencies must prioritize understanding client goals and measuring effectiveness to succeed in the future."
"We're starting to play more and more advisory roles as well, and not just an execution arm."
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