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IT’S TIME FOR CREATIVES TO TAKE BACK CONTROL OF ADVERTISING
Artificial Intelligence and digital marketing are currently dominated by technologists, but it’s time for creatives to take back control of advertising and make it all about “creating desire” again, rather than about tricking people into watching content. That was the argument made by ad industry guru Sir John Hegarty during a Time Inc. UK-hosted panel discussion, entitled ‘Sorry, I didn’t mean to damage the brand, it was taken out of context’ at Advertising Week Europe in London. The panel had been invited to discuss the hot topic of whether context was more important than content in today’s digitally-driven media landscape. READ MORE