how creative technology will drive the next era of marketing

very interesting article by Omaid Hiwaizi chief strategy officer, uk, geometry global and director of industry innovation at the marketing agencies association. he describes why brands are still a long way off from delivering the connected, personalised marketing that people crave.

in corporate organisations operating with strong processes there’s an overarching need to proof everything until the very last detail, due to the risk and cost of innovation in industrial production

his finding: companies have to build operational structure and process, how to work in multi-discipline, multi-partner teams and efficiently test and iterate solutions.

Brands aren't yet reaping the benefits creative technology has to offer

source: marketing magazin