Page 80 - The EDIT | Q3 2017

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Thoughtleader
rooted in an in-depth understanding of how media is being consumed; what they are viewing, as well as when and where they are viewing it.
More than ever, creatives need to learn to think more like their digital and strategic counterparts, proposing creative solutions that are not only practical but targeted and impactful as well.
Unfortunately, the one area in developing markets — as is the case in Pakistan — which is overlooked is training. With radical change, it becomes imperative that agencies invest in keeping their talents in sync with global trends and technologies. There is too much at stake for brands and agencies to become complacent and neglect this challenge.
Brands Want More
Agencies are not the only ones challenged to adapt, brands are also changing the way they operate.
In a world saturated with content, they are forced
to compete for attention. They need agencies
that are flexible enough to keep up with these transformations and to adapt to the volatile industry climate. Being up-to-date with the latest trends and technologies has become not only imperative, but also strategic for agencies. The challenge is now for agencies to be able to manage client’s expectations in the delivery of creative and contemporary solutions without escalating costs.
The Opportunity
As much as technology challenges us, it serves
us with the solutions and tools to face these challenges. Although we cannot control or escape technology, we do have the power to use it to our own advantage.
Applying Machine Learning to the Creative Process
Traditionally, we measured and understood audiences through proxies. Focus groups were used to gauge people’s responsiveness to a campaign prior to it’s airing. Similarly, questionnaires (quantitative) and qualitative research helped better understand consumer personalities and interests. Though these techniques are still relevant today, technology offers us more granularity via real-time data. Demographic data, for example, tells us if our message resonates with a particular target audience. These findings enable agencies
to exponentially increase efficiency by significantly reducing the amount of investment needed to understand and reach a particular audience.
Most importantly, technology has helped agencies in demonstrating their campaign’s return on investment (ROI). While agencies struggled with quantifying a campaign’s ROI in the past, the emergence of new sources of consumer information
THE EDIT ISSUE 7 | Q3 2017