More Than Ever, Technology Precedes the Creative Idea

[Editor’s Note: We ask PR and marketing leaders to tell us about their influences, the best advice they’ve received and trends. This week we speak with Shari Reichenberg, executive director, strategy and planning, Ogilvy USA.]

By Shari Reichenberg, executive director, Strategy & Planning, Ogilvy USA
Shari Reichenberg, executive director,
Strategy & Planning, Ogilvy USA

We all know that marketing is based on great audience insights. Today, there is limitless data available and tons of things to know. The best advice I’ve received is to not lose sight of the core, underlying truth that really matters, the one that will drive the entire direction and all executions of a campaign. Remind yourself of the key question or problem early and often. It will keep you from getting lost in all of the peripheral noise.

The brilliant, ambitious, funny, kind and real women around me who are putting their all into doing it all are who inspire me. When I feel like it’s impossible to keep all the balls in the air successfully, I look at them trying to do it. I feel motivated and energized to keep at it.

Emerging capabilities like augmented reality or new social formats like Instagram Story polls are increasingly critical in driving the creative idea itself. Historically, we only worked the other way around: Nail the idea and then do the channel planning. Today, what we’re capable of doing from a technology standpoint is absolutely critical to understand in order to create the idea in the first place.

Up to a certain point, after which it becomes creepy, consumers are comfortable with the so-called digital breadcrumbs they leave around the internet being used for ad targeting purposes. If you’ve indicated that you’re planning to go golfing this weekend and we can serve you an ad on Thursday for new golf shoes to be delivered Friday, you’re more likely than not to find the ad-targeting relevant and useful.