Vision Report

The Agency Data Platforms That Will Power Creativity At Scale

The Next Agency Creative Leap Composes Data-Powered Human + Machine Creative Teams

September 14th, 2021
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
With contributors:
Keith Johnston , Thomas Husson , Joe Stanhope , Lexie Lawhon , Rachel Birrell

Summary

Agency data and technology capabilities are taking center stage as every CMO feels the mounting pressure for more performance from their marketing and media investments. Agencies are betting heavily on data and building audience activation platforms to deliver growth, efficiency, and scale to their clients. We’ve dug deep into these data and tech stacks to understand how they advance CMOs’ and agencies’ business. The promise of data-driven creative is within reach but not yet a reality. It’s time for agencies and CMOs to take the next great “human + machine” leap.

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