NYC DCO Thinkfast

‘Serendipity is good, but no one likes to be stalked’

Following our initial UK-centric research study into brands’ attitudes to Dynamic Creative Optimization (DCO) during Q1 2019, Splash Worldwide, Advertising Production Resources (APR) and Colab Media Consulting recently embarked on Phase two – delivering a major US qualitative study amongst senior marketing clients and agency leads. The objectives during this phase were to understand global brands’ attitudes towards DCO and identify key themes that are keeping marketeers awake at night. We presented this research at our latest DCO Thinkfast in New York.

With the theme that ‘Serendipity is good, but no one likes to be stalked’, we presented the research findings and our distinguished panellists – expertly compered by Alda Abbracciamento, AMA Board Director – discussed best practices around operationalizing this challenging format. We were extremely fortunate to have an astute panel of business leaders engaged in thought-provoking and insightful discussion: Jillian Gibbs, Founder and Global CEO at APR; Tom Garvey, Hardware Performance Marketing Lead at Google Media Lab; Steve Carbone, Chief Digital & Investment Officer at MediaCom, Matt Rosenberg, Consultant at CoLab; and Sam Yates, Managing Partner at NEON Consulting.