Advertising has moved on a lot from the Mad Men days, when ideas were expected to materialise at the bottom of an Old Fashioned glass. While some in the industry lament the shift away from creativity toward data, others are spotting the opportunity to harmonise the two to optimise customer experience and accelerate brand growth.
Gone are the days of the singular, knock-em-dead television advert or billboard. With advancements in technology, businesses now have the ability to understand the nuances of their customers and analyse the associated qualitative and quantitative data. As such, brands are able to create dynamic, versatile and, more importantly, customer-centric campaigns.