As digital advertising faces an agentic recalibration, how we approach advertising also needs to change to bring it closer to the consumer. From the convergence of data and creativity through technology to the human input of telling stories that connect with consumers, it’s about putting experience at the centre of everything a brand does.
In this episode of Curation Conversations, Denise Colella, Vice President of Global Digital Strategy at Adobe, shares her thoughts on what brands need to focus on to be effective – and successful – in digital advertising.
She explains why brands must start looking to sports advertising for inspiration around how to build experiences into their communications, why one-to-one targeting isn’t always the right approach, and the need to never take liberties with AI to avoid consumer backlash.
From the importance of the humble brand guidelines in building buyer trust to tackling complexity in advertising, this discussion touches on the key areas to address in order to ensure brands deliver effective advertising.
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