Digital advertising won’t survive without better creative | Mumbrella360 video
According to Karmarama’s Ben Bilboul, in the age of digital, people are simply “retargeted, retargeted and retargeted”. Here, he considers what needs to change for advertisers to succeed.
During this session from Mumbrella360, boss of UK creative agency Karmarama heralds a new age for creatives and marketers, warning advertising needs to lift its game in an era of ad blocking, poor customer experiences and growing consumer apathy towards brands.
Ben Bilboul says it’s critical that marketers, brands and agencies become more creative – particularly in the digital arena where he argued creativity has not been up to scratch – and address customer experiences which he described as “disconnected”.
Bilboul, whose agency was acquired by Accenture Interactive at the end of last year, also acknowledged that the agency model is under threat and has allowed itself to become too commoditised.
