The pandemic has changed the industry in many ways since 2020. Agencies have struggled to adapt to smaller budgets and teams, while responding to new client needs. Ad Age Associate Creative Editor I-Hsien Sherwood raised the question, “Why is the creative agency model floundering?” in a recent article. Lauren Nutt Bello responded along with other Amp members.
“For those who can maximize available technology—in listening, testing and tracking—and adapt their processes to harness that power, the opportunities are great. “It’s not like 30 years ago where you produced a campaign, trafficked the creative and had to wait weeks, months or more to get an idea of performance or resonance,” says Lauren Nutt Bello, president of Ready Set Rocket. “Digital channels allow creative to be launched and reactions measured in minutes. This poses such a huge opportunity to think about creative testing as a ground level tool to validate the big idea before a huge investment is made.” – Lauren Nutt Bello
Read the full Amp Spotlight article here.