and the competition for that is stiff:
Publicis Groupe has identified a unique opportunity to embed intelligence into our Production capability with the introduction of a new and innovative role called the Data Translator. The role has already proven initial success with a recent pitch win with a consumer healthcare brand, and has the potential to unlock new, untapped opportunities for clients. By being both reactive to insight and responsive to unforeseen trends, the Data Translator will influence the creative production process in a new and impactful way. In collaboration with the Production Accelerator, the Data Translator sits at the heart of the creative production process as one of two new ‘hybrid’ roles, enabling the flow of insight through the entire production process, from creative development and asset management through to audience targeting and media performance. Moreover, with increased focus on insight and optimisation, the Data Translator can empower the cross-functional team to deliver increased media effectiveness and efficiency while reducing creative waste and cost per asset. Knowledge of production process, omni-channel data expertise, and experience of media activation is critical to the role with a unique selling point focused on integration of creative asset, production usage and media performance data. This integration will provide a new depth of understanding on what creative assets are produced, how they are used and the performance they deliver as well as insight into asset decay and wear out over time. The Data Translator will need to collaborate with a range of partners as well as internal and client stakeholders to enable the necessary data integration and access additional data sources. This includes working with media operations and the production team to ensure the necessary data taxonomies are defined, implemented and cascaded to brand/market teams. It also means collaborating with insight and IT teams within the client organization to access consumer, social and digital insight. The insight derived from the data, combined with ongoing test and learn focused on audience, creative and asset performance, will provide a level of intelligence that is unique to our offering.
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