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When we say McDonald’s, what comes to mind? Chances are high that you’re thinking of red and yellow – and the delicious french fries, of course. The same goes for Gillette. What associations do you have with this brand? ‘The best a man can get,’ perhaps? These strong mental connections are the result of years and years of consistent brand building.

Does this scenario sound familiar? Headquarters (HQ) think out and design a brand-new marketing campaign. The research for it was conducted in the American market, or the country that HQ is in, and it’s designed for that audience accordingly. Now, it’s the responsibility of local markets to not only translate the campaign, but also make it relevant to their local preferences. It’s a true nightmare for most marketing managers – both local, having to realise high quality, and global, trying to ensure that all local markets stick to strict brand guidelines.

How can you boost your campaign performance? Which marketing channels prove most effective? Where should your budget be strategically directed? These are the challenges that corporate marketers face all the time, especially when justifying their decisions to company leadership. Calculating, analysing and -most of all- improving your Return on Ad Spend (ROAS) therefore offers a compelling solution.

Missing your deadlines for Christmas, Black Friday or Valentine’s Day is every Marketing Manager’s worst fear. Still, with overloaded and understaffed creative departments, this fear is becoming a more regular reality for brands. Fortunately, there’s a simple solution: reducing creative turnaround time – the duration from content ideation to delivery – which holds many benefits for both marketing and creative teams.

In today’s digital-first landscape, creative operations have emerged as dynamic catalysts enabling brands to adapt and produce content at an increasing pace. This following detailed exploration focuses on how strategic creative operations stimulate optimal performance from your team, adhering to deadlines and sustaining a healthy work-life balance.

Steffie Abdelrazek, Digital Screens Team Lead, discusses the application of digital advertising in personalised, in-store advertising campaigns at Albert Heijn, emphasising the significance of a tailored ad experience during grocery shopping.

Ever wondered what Dynamic Creative Optimization (DCO) actually means? And how it applies to video advertising? If the words Dynamic, Creative and Optimization have never come across your radar, paired together like that, you can add to your knowledge now through this explanatory article.

Creating compelling content across markets and channels has been a major challenge for marketers and creative teams ever since the internet multiplied the number of touchpoints where multifaceted audiences could be reached. The level of content needed globally for these different platforms and devices calls for a solution to scale content creation while maintaining quality and consistency. In the end, it’s not about more content, but about better content. This is where dynamic templates come into play.