The tango of data science and art: How agencies should work together on programmatic

How do creative and media agencies work together to ensure programmatic advertising is impactful? That was the question for an esteemed panel of top agency bods at yesterday’s Get With The Programmatic event. Here’s what they had to say… How should creatives and media specialists work together? Andrea Brown, MD Content UK at Publicis Working in a content unit within a media agency, we try to help through data. What people are interacting with what content, on what platforms, and where in the world? What content is resonating, in what context? We pass this information upstream to our creative agencies, so they have a much more validated view of what we’re trying to do. Hossein Houssaini, Global Head of Programmatic Solutions at Havas Media Group We need to educate the…


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