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PaperG.com | hello@paperg.com!
Make every ad impression count.
Programmatic media’s explosive
growth has left creatives
sc...
PaperG.com | hello@paperg.com!
Make every ad impression count.
Creative Planning At
Meadsdurket
Creative team produces !
b...
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Creative Planner___Meadsdurket_Updated

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Creative Planner___Meadsdurket_Updated

  1. 1. PaperG.com | hello@paperg.com! Make every ad impression count. Programmatic media’s explosive growth has left creatives scrambling to keep up. ! ! To achieve powerful, data-informed advertisements that deliver on the promise of the ‘right ad to the right person,’ media and creatives must unite. ! ! Programmatic buying now calls for a new hybrid role to emerge to execute tactical creative decisions and maximize the impact of media buys. ! ! Introducing: the Creative Planner. ! ! Creative Planners are the bridge between creative and media. Equipped with the right software, these professionals capture attention and boost campaign results with better tested, more relevant creatives.! Responsibilities Of Creative Planners ! §  Produce scalable multi- device creatives! §  Tailor variations to different targeted audiences! §  Identify opportunities to customize ad messaging or test creative variations! §  Continuously optimize executions as media plans change or new data arises! The Rise Of The Creative Planner Page 1 / 2! ! ©PaperG 2015. All rights reserved.! PAPERG PERSPECTIVE Skills Needed For Creative Planners ! §  Project management! §  Presentation! §  Data analysis!
  2. 2. PaperG.com | hello@paperg.com! Make every ad impression count. Creative Planning At Meadsdurket Creative team produces ! brand direction and design   Creative Planner builds and animates additional sizes   Creative Planner tailors ! variations to targeted audiences   Creative Planner submits to Account Executive for client approval   Campaign goes live   Creative Planner and Account Execs examine analytics and optimize campaigns by segment and audience   Page 2 / 2! ! ©PaperG 2015. All rights reserved.! SPOTLIGHT: Meadsdurket Evolution Of A Role ! For some regional media campaigns for a top 5 auto brand, Meadsdurket wanted to tailor and test ad copy. This agency wanted to execute over 250 ad units with limited in-house creative resources.! ! Mimi oversees numerous projects as the Digital Project Supervisor, including ad trafficking, strategic planning, and daily communication between the account executives, media, and creative team. !  ! As the central hub for project execution, she was able to add creative planning to her daily role and produce high performing digital ads by leveraging and testing creative variations in PaperG.! Results ! In their first campaign involving a Creative Planner, the best campaigns performed 7X better than the worst, demonstrating that by testing and tailoring variations, Meadsdurket was able to maximize their auto client's outcome by several orders of magnitude.! ! Since then, Mimi’s creative planning efforts have enabled Meadsdurket to maximize team efficiency and amplify campaign performance.! ! Mimi Kotter! Meadsdurket’s Creative Planner! CREATIVE PLANNER! OTHER TEAMS!

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