Session: Automation and creative aren’t enemies: structuring great marketing content for scalability and personalization – April 9, 2019
As digital technology insinuates itself ever deeper into all aspects of our lives, we often come up against a cliché: creativity and the rules-based world of automation-ready content are at odds. It’s rules vs art. This session calls “bull” on that premise and talks about how an enterprise can, and why an enterprise must, embrace rules-based content creation; with a twist. Rather than giving up, we’ll look at how structure and great creative work together to support scalable, omnichannel strategies. We’ll take lessons from diverse fields and real projects to see how great art often colors within the lines, provided the lines are well drawn.