How has the approach to performance creative evolved, and what distinct strategies are emerging across different generations in this age of increasing data and automation?

In this episode of Digital Disruptors, PMW News Reporter Reem Makari speaks with Megan Tarsuslugil, Senior PR Manager at Bottled Imagination (formerly Senior Campaign Specialist at Journey Further), and Frediano Iannelli, Senior Strategy Director at PMG. Together, they delve into the contrasting perspectives on creative optimisation, exploring how different age groups are leveraging AI, short-form content, and data insights to achieve winning results.

They also reflect on the perceived differences in risk-taking and adoption of new platforms, the enduring importance of creative fundamentals, and whether a generational gap exists in understanding and executing effective performance creative. Plus, they debate the impact of data overload and share their views on what the future holds for creative excellence in performance marketing.

~ Episode breakdown ~

(0:00 – 7:53) Generational perspectives on AI in creative optimisation and the integration of brand & performance

(7:53 – 19:55) Learning across generations: balancing data, intuition, and short vs. long form content strategies

(19:55 – 38:50) The evolving role of AI in workflow, exploring new channels, and the blending of brand & performance

(38:50 – end) Outdated practices, future trends in creative optimisation, and the myth or fact game

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