Albert Einstein once said that “the most beautiful and deepest experience a man can have is the sense of the mysterious”. This sentiment now rings true for many aspects of today’s world but is particularly significant when it comes to the marketing experiences of modern consumers.

1. Connecting Art &
Science for great
marketing
experiences.
Luke Judge
connect: London 2018
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2. Skydiving

3. Charity

4. Concert

5. Something is wrong in
the digital world.

7. PAID SEARCH
ADS THAT
ALL SAY THE
SAME THING

8. INBOX
CLOGGING
EMAILS

9. RETARGETING
ADS THAT
FOLLOW YOU FOR
MONTHS,
REGARDLESS OF
WHO YOU ARE

10. ???

11. Please forgive me.

12. The solution lies in marrying
together
Art and Science.

13. When art and science
inspire each other great
things happen.

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12th root of 2

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Leonardo da Vinci was an extraordinary artist
because he was an extraordinary scientist.

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23. When art and science come
together well, it transcends
complexity and we see
beautiful results.

24. With this in mind,
it’s time to simplify the complexity
of best-in-class digital.
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A marketer’s job
is like walking a
tightrope.

26. The secret to success lies in
creating an
emotional connection.

27. Picture of a woman considering a dress in front of a mirror.

29. We have to put the romance
back into marketing
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Forrester predicts
that
2019 is the year
marketing “gets sexy
again.”

31. ...tools don’t get
interesting until they
get technologically
boring.”
- Clay Shirky.
“

32. The holy grail.

33. So let’s start by dating ...
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First you have to meet...

35. Now add some sizzle
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37. Spend quality time together
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38. © Google Inc. 2017. All rights reserved.
PUT
RACQUET
IN BASKET
BUT DID NOT
PURCHASE
PREVIOUSLY
PURCHASED
A RACQUET
Personalization with dynamic creative...

39. Now you’re ready to get engaged
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Make sure it’s a
great experience.

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(...I do)

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Back to the
internet.

45. We’re in a Creative Renaissance.

47. CREATIVE
TECH
DC LAUNCH
AD SERVER
Timeline.
1994 1996 2000 2006 2008 2012 2018
BANNER ADS

48. 1994: The first banner Ad.

49. 1996 DoubleClick Launched.

50. The simple banner took down one of
America’s largest airlines.

52. December 1, 2001

53. CREATIVE
TECH
Timeline.
BANNER ADS
1994 1996 2000 2006 2008 2012 2018
DC LAUNCH
AD SERVER
RICH MEDIA
SOCIAL AD
LAUNCH
SOCIAL PEAKS

54. 2001: Flash and Rich Media.

55. 2005: Modern Ad Technology.

56. 2006: Social Ad Launch.

57. A little known Senator from Illinois took
the world by surprise.

59. CREATIVE
TECH
Timeline.
1994 1996 2000 2006 2008 2012 2018
BANNER ADS
DC LAUNCH
AD SERVER
RICH MEDIA
SOCIAL
LAUNCH
SOCIAL PEAKS
PROGRAMMATIC
HTML5 ADS

60. 2010: Programmatic and RTB.

61. 2012: Launch of DoubleClick
Bid Manager.

62. CREATIVE
TECH
Timeline.
1994 1996 2000 2006 2008 2012 2018
BANNER ADS
DC LAUNCH
AD SERVER
RICH MEDIA SOCIAL PEAKS
PROGRAMMATIC
HTML5 ADS
TODAY
SOCIAL
LAUNCH

63. Programmatic buying is everywhere.
84%
Display
60%
Mobile
58%
Video
26%
Social
26%
Search
14%
TV
13%
Audio
07%
Outdoor

64. Programmatic Direct.

65. Media
Creative
Technology

66. Stronger together.
Media
Creative
Technology
Data &
Measurement

67. The
Modern
Renaissance.

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69. Interscroller. AR-based.Location-based.

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Dynamic. Retargeting. Multi-lingual.

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How to get
started.

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The key ingredients for success.
Data Measurement
Creative Media
Tech

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Data
Audiences & Data
Product Feeds &
APIs
1st, 2nd, 3rd
Party Data
Destination API
Availability API / Feed
Tripadvisor API
Weather API
Recommendation Engine
Website Audiences
CRM Audiences
Travel Audience Profiles
Google Audiences

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Creative
Creative Assets &
Templates
Brand, CI &
Campaign Guidelines
Photo & Video
Library
HTML5
Template Library
Dynamic
Preview
Platform
Audiences & Data
Product Feeds &
APIs
1st, 2nd, 3rd
Party Data
Destination API
Availability API / Feed
Tripadvisor API
Weather API
Recommendation Engine
Website Audiences
CRM Audiences
Travel Audience Profiles
Google Audiences

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Tech
Audiences & Data
Creative Assets &
Templates
Brand, CI &
Campaign Guidelines
Photo & Video
Library
HTML5
Template Library
Product Feeds &
APIs
1st, 2nd, 3rd
Party Data
Dynamic
Preview
Platform
Destination API
Availability API / Feed
Tripadvisor API
Weather API
Recommendation Engine
Website Audiences
CRM Audiences
Travel Audience Profiles
Google Audiences

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Media
DCO Localization Layer
customized creative assembly based on location, language, currency, offer, media platform
FEAM ESAP NAM/LAM
Agency 1 Agency 2 Agency 1 Agency 2 Agency 1 Agency 2
Local Campaign Delivery Local Campaign Delivery Local Campaign Delivery
Audiences & Data
Creative Assets &
Templates
Brand, CI &
Campaign Guidelines
Photo & Video
Library
HTML5
Template Library
Product Feeds &
APIs
1st, 2nd, 3rd
Party Data
Dynamic
Preview
Platform
Destination API
Availability API / Feed
Tripadvisor API
Weather API
Recommendation Engine
Website Audiences
CRM Audiences
Travel Audience Profiles
Google Audiences

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Measurement
Cross-regional learnings on DCO performance & optimization
DCO Localization Layer
customized creative assembly based on location, language, currency, offer, media platform
FEAM ESAP NAM/LAM
Agency 1 Agency 2 Agency 1 Agency 2 Agency 1 Agency 2
Local Campaign Delivery Local Campaign Delivery Local Campaign Delivery
Audiences & Data
Creative Assets &
Templates
Brand, CI &
Campaign Guidelines
Photo & Video
Library
HTML5
Template Library
Product Feeds &
APIs
1st, 2nd, 3rd
Party Data
Dynamic
Preview
Platform
Destination API
Availability API / Feed
Tripadvisor API
Weather API
Recommendation Engine
Website Audiences
CRM Audiences
Travel Audience Profiles
Google Audiences

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The Dynamic Creative Optimisation Machine
Audiences & Data
Creative Assets &
Templates
Brand, CI &
Campaign Guidelines
Photo & Video
Library
HTML5
Template Library
Product Feeds &
APIs
1st, 2nd, 3rd
Party Data
Dynamic
Preview
Platform
Destination API
Availability API / Feed
Tripadvisor API
Weather API
Recommendation Engine
Website Audiences
CRM Audiences
Travel Audience Profiles
Google Audiences
DCO Localization Layer
customized creative assembly based on location, language, currency, offer, media platform
FEAM ESAP NAM/LAM
Agency 1 Agency 2 Agency 1 Agency 2 Agency 1 Agency 2
Cross-regional learnings on DCO performance & optimization
Local Campaign Delivery Local Campaign Delivery Local Campaign Delivery

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Integrating Technology and
Creative.
50/50
New/Returning
Customers
To support the launch of the FitBit Blaze in
Cotswold Stores we ran a full-funnel
programmatic display campaign featuring:
● Upper-level prospecting using highly
segmented first-party data and lookalike
audiences
● A bespoke combination of website URLs
and related keywords generated content
themes to find qualified new users
● Retargeting with aggressive messaging to
encourage final conversions

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1) Use the data. Get to know your audience.
2) Tell a story that stirs the emotion.
3) Build creatives that form a connection.
4) Measure brilliant, but trust your instinct.
5) Crank up the Machine.

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85. Thank you!
93

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Video/music of orchestra playingThank you!
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