151. The Evolution of the Creative Product in Marketing & Advertising

Mar 11, 2022

Delivering an effective creative product can be a moving target, especially considering how quickly things change in the fast-paced world of marketing and advertising.

After a lot of talk about strategy and metrics on this podcast, we’re circling back to the bread and butter of the industry—the creative product.

I talk with Ryan Gray, Partner and Co-Founder at Beckert, about how the creative product has evolved, the trends of the current moment, and how to improve campaign development for the future.

We discuss:

• How micro creatives address common client complaints
• Tips for advising clients on the right mix of channels
• The right way to set client expectations
• The Apple update and other trends in ad buying and creative development 

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