The WARC Podcast
Re-uniting creativity and media
Jul 4, 2024
Kay Hsu from Spotify and Jorge Ruiz from TikTok discuss uniting creativity and media for effective marketing. They explore adapting strategies to platforms like TikTok, leveraging context for ads on Spotify, engaging with communities for brand communication, and how younger generations seamlessly merge creative and media strategies in the digital age.
29:35
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Quick takeaways
- Creativity and media are tightly integrated in advertising, focusing on context and medium.
- Quality of creative content is crucial, surpassing frequency and recency in driving outcomes.
Deep dives
The Interconnection of Creativity and Media in Modern Advertising
Creativity and media are no longer seen as independent entities in advertising, with the two being tightly integrated. The introduction of Creative Lab at Spotify highlights how media companies are investing in creativity. The evolution of technology and media has caused a shift, intertwining them completely. As brands strive to resonate with audiences, understanding the importance of context and medium in creative execution becomes crucial.
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