How creative messaging and fundamental tactics are poised to drive digital advertising into the future

The role of the digital-first advertising agency continues to evolve. And keeping up with all the changes can sometimes feel like a never-ending game of Whac-A-Mole.

However, even with the rise of AI and automation, an ever-fragmented media landscape, and an industry that isn’t immune to economic and regulator challenges, there remain two foundational approaches that continue to prove to be paramount.
This is creative messaging and a critical-thinking fundamental approach.

The cornerstone of any successful ad campaign is compelling creative. AI can help to build units quickly, but to conceptually develop captivating creative is a unique skill set that's innately human.

With deprecation of the cookie finally nearing, agencies are shifting back towards relying on their creative and storytelling to drive performance. The industry trend of over-reliance on audience targeting tactics has often meant the creative ends up taking a back seat in the conversation.

It’ll be exciting to see how we can move the creative back into the driver’s seat, and the industry is ready for that to happen. The media side of the digital advertising business evolves daily, so staying current and ahead of technological and device trends is crucial to guide clients and gain trust.

And one also cannot discount critical thinking. A test and learn approach, where smart risks and calculated approaches are taken. Don’t wait to understand how changes in the industry will impact campaigns. By being proactive now, taking steps to experiment with AI explore how out-of-the-box thinking provide value, and understand where a team’s talent best intersects with technology.

Agencies help drive culture and align a brand’s products or services with cultural moments, so they are memorable. The agencies that keep these aspects of their service in focus have been and will stay competitive and successful. As an industry, we’re often too focused on innovation of technology over the importance of intersecting with the moment and spurring connection.

By empowering campaigns both with creative and fundamental thinking agencies ensure that human heartbeat that drives all interaction remains at the core of what we do, no matter how much the industry continues to shift toward an increasing use of technology.