Topic
Tag: creative strategy
4 stories
Small Performance Gains Can Quietly Kill Creative Judgment
Why small performance gains can distract marketing teams, narrow creative choices and make activity look like growth—and how to give every metric a job.
CTV Is Changing How Ads Are Made, Not Just Where
CTV targeting, longer watch times and festive trust signals are pushing brands to rethink creative strategy, ETBrandEquity's latest CTV Dossier shows.
Dentsu India launches creative-led Performance Studio
Dentsu India has launched Dentsu Performance Studio, a creative-led practice aiming to produce over 1,000 assets monthly under new leaders.
AI Boosts Creative Volume, but Human Judgement Is the Filter
MikeTeevee's Brand Perspectives 2026 finds AI has made creative idea generation nearly infinite—but taste, judgement and talent development decide what wins.