Liquid Creative: Designing Campaigns that Flow Across Screens - Webcast

Comcast Spotlight Take Five

We hope you had a chance to attend our Take Five for Your Future webcast, “Liquid Creative: Designing Campaigns That Flow Across Screens,” which took place on November 19. Our panel of experts brought both agency and technology perspectives to the conversation, exploring how the ability to reach consumers with messages across many screens presents a new challenge to creative directors. If you couldn’t join us, or want to review some of the information watch the full webcast now.

Chris Jacobs, SVP, Executive Creative Director at Cramer-Krasselt, kicked off the lively panel discussion by talking about how multi-screen campaigns changed the creative process, particularly at agencies. He also had the opportunity to talk about how ads for a “skippable” platform need to be handled differently than “unskippable” content.

Next, EJ McNulty, Executive Creative Director at Wunderman shared his thoughts on whether the creative concept should dictate the screens used in a campaign or vice versa, and later discussed how screen size could also impact creative.

David Cole, VP of Sales and Business Development at Mixpo, discussed strategies for making video ads more viral to expand their reach even further through social media integration.

Another speaker on the panel was Brian Unflat, Creative Director at The New Group, who followed up with his thoughts on which screen should come first in campaign planning. Brian also shared his thoughts on producing different versions of creative for various platforms.

Rounding out the panel was Brett Tabano, VP of Strategy & Product Marketing at Videology, who talked about how the dynamics between creative and media teams are also changing due to the shift towards multi-screen strategies. In addition, Brett talked about the importance of utilizing multiple screens in an advertising campaign to have a greater reach and impact on viewers and the role of each screen in a campaign.

The panel also participated in an exciting “round-robin” game of do’s and don’ts when creating ads for each platform and took questions from the audience that came in throughout the webcast.

To download the slides from this or other educational videos and webcasts, please visit: http://www.comcastspotlight.com/takefive