Who takes ownership of marketing creativity in today’s data-driven world? | M&M Global

Who takes ownership of marketing creativity in today’s data-driven world?

Posted on : 5th July 2016
Posted by : Alex Brownsell

The Cannes Lions advertising festival has long been a celebration of creativity, but the very definition of ‘creativity’ in marketing is shifting. Tensions exist between the traditional ad agencies and the tech and data companies populating the yachts and beach clubs off the Croisette.

M&M Global spoke to clients, agencies, media owners and technology experts attending this year’s Cannes Lions to find out how they believe creativity is changing – and who is responsible for driving that new creative approach.

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