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Top Brands Go Cross-Channel: How Media and Creative Can Team Up to Win

Thu, Apr 11, 2019 1:01 PM EDT{LOCAL_TZ}



Summary

Today’s customer uses multiple devices across multiple channels to interact with your brand. All components of a cross-channel campaign must work together, but unifying the campaign experience remains a challenge. This is especially true for creative, which needs to be customized for every channel and every stage of the customer journey. Media teams take note: Cross-channel advertising goes way beyond orchestrating media planning and buying. Having the right ad creative is key to driving results. 

Hear from guest speaker Joanna O’Connell, principal analyst at Forrester, about how media pros can team up with creative partners to bring cross-channel together. You’ll find out:

  • Why cross-channel is the next evolution in advertising
  • Where creative fits into media execution and why it matters
  • How Acura did cross-channel right and won a 2018 Communicator Award for its performance
 
 Speakers

Joanna O’Connell
VP, Principal Analyst  
Forrester

Joanna serves B2C marketing professionals and is an industry expert on programmatic advertising. Leading ad tech coverage, she explores the fast-evolving digital advertising ecosystem with a focus on helping marketers make the right organizational and technology decisions to power customer-obsessed marketing.

David Sanderson
VP, Creative Strategy
& Operations
Brand Networks

David heads up Brand Networks’ creative services team, creating custom, cross-device interactive units, strategically designed, built and tailored to support campaign objectives that drive performance. He previously worked at Elle Magazine, Tremor Video and Tapad.

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