When media and creative work in tandem to address a brief, it almost always results in more effective advertising. That’s because you’re able to deliver content that fully leverages the overall media strategy and makes the most of individual placements. By elevating MediaCom’s creative/content capability to the level of your robust media offering, you’ll be able to offer clients performance marketing across the entire funnel — from brand awareness through to lead generation and sales. It also opens up the ability, and bandwidth, to test and learn with agile creative updates.

This one’s simple, right? You’ve already got the clients so why not upsell for even more of the creative/content spend that’s going to other agencies? But that’s the just the start. With a robust creative offering in-house, MediaCom is then in a position to develop, and implement, multi-platform creative strategies that dovetail with a Cx solution.

With the days of one platform performance dominance rapidly fading, it’s essential for clients to diversify their spend. But to do this effectively, brands need to deliver a consistent creative experience across platforms. So it’s not just a matter of convenience for the client to work with a single agency for media and creative — though that doesn’t hurt — it’s a growing imperative as lookalikes and retargeting become increasingly rare performance tools. Which leads us to…

Sure, consumers like it when relevant content appears in their feeds. But they like their privacy more. And even if they haven’t thought much about preserving their anonymity to date, the world’s most valuable company is doing everything in its power — and deep pockets — to sell the idea of a future free of cookies, pixels and retargeting. With intent signals going the way of the moa, performance marketing needs to adapt and find a way to keep ads effective.

As the audiences become more and more opaque, the solution lies in the ability to think more creatively about data. For example, delivering a personalized, relevant experience isn’t going to be as simple as showing a product picture to the best performing target audience 10x in a row. Performance is going to require delivering increasingly engaging creative experiences in exchange for first-party data. And it’s going to take savvy, data-minded creatives who know how to leverage more general experiential data – think location, time, weather – to deliver personalized ad experiences.