Through the looking glass: My column in Campaign Middle East

Someone recently stated there are two types of people in the marketing world – one that can’t utter the words’ data’ and ‘creativity’ in the same sentence, and one that believes they go hand in hand. However, marketing is no longer about data versus creativity; data has seeped into every aspect of marketing.

It was almost impossible to have a discussion at Dubai Lynx 2023 without mentioning technology. E-commerce is becoming more social as brands look at meeting shoppers in their own environment. Meanwhile, AI and AR play a bigger role in storytelling and customer experiences. The pressure on CMOs to step out of the ‘creative-first’ world is real, we hear, as they face pressure from CFOs.

Read more: https://campaignme.com/tech-talk-through-the-looking-glass/