Does Data Driven Marketing kill creativity and agencies?

Accumulated female power: Four successful female entrepreneurs from the UK, France, USA and Germany, Julie Clair, Clear, Iria Marques, Aressy, Christine Kilman, Gelia and Ingrid Wächter-Lauppe, Wächter & Wächter Worldwide Partners, discussed trends in B2B marketing under the moderation of Liz Marks, AdForum and show successful ways for agencies and clients.

New business areas around digital transformation

Exciting how the four described the tension between marketing automation and branding, between data and creativity and which solutions they offered. All support the implementation of MarTech systems and assist their customers on the stony way of the digital transformation, even if they see the hype therefore critically. A realistic assessment of opportunities, hurdles, urgency and implementation consulting including change management and digital transformation consulting promises success, both for clients and for agencies. All perceive new business potential in it. They understand digital disruption as an opportunity. Pioneers are Ingrid Wächter-Lauppe, Wächter & Wächter Worldwide Partners, who has been active in business consulting and change management for a long time with her brand guards and is now increasingly involved in digital disruption and innovation, and Iria Marques, Aressy Worldwide Partners, whose agency has already introduced many marketing automation systems in cooperation with leading technical groups. Unlike the consulting competitors, who focus on technology and channels, the worldwide partner agencies offer comprehensive strategy consulting and creation. These services are always individual, do not become common knowledge and cannot be taken over too quickly by the most intelligent robots.

The panelists agreed with Liz Marks that more than technical marketing systems will still be needed in the future, even when targeting is refined, and individualization is improved with new algorithms. Although they hope that improved AI will hopefully end stalking, where people who have long since decided for or against a product will continue to be harassed for months or even years, they are convinced that more creativity will be needed in the advertising industry in the future than ever before.

Digital technology is good, human creativity is better

The Ladies´ lifeblood beats for creativity. People may think a lot of BtoB campaigns are boring, but the four on the podium - three of the four ladies come from pure BtoB agencies -set their creativity standards high and prove with their work that this is a successful approach for the brands they look after. Creativity means for them not only to bring in rational arguments, but to address emotions.
"Despite all the technological changes we are currently experiencing, which offer an infinite number of new channels and contact points, we must not forget that brand communication is about addressing people, overcoming their perception barriers and touching them at their core, so that the message is also anchored," says Julie Claire. "The processes in a person's brain have not changed in the last tens of thousands of years. The psychological research of the last hundred years proves how important it is not only to address rationality but also emotions purposefully and creatively, i.e. attention-grabbing. We not only have to reach the head but also the heart," added Ingrid Wächter-Lauppe, whose agency guarantees extraordinary success for its customers not only in B2C, but also in B2B and Pharma with extraordinary, emotional campaigns.

All four enterpreneurs were also convinced that activation and sales support are important, but that brand building is essential for the long-term success of customers, especially in B2B. "Great B2B Agencies are brand builders, not only sales supporters" This claim is an obligation for the four Worldwide Partners agencies on the podium and for many on the floor. They see their rosy future in full thinking, in all-embracing consulting and creation and in global brand development.

Ingrid Wächter-Lauppe's picture

Ingrid Wächter-Lauppe

Geschäftsführende Gesellschafterin der Wächter & Wächter Worldwide Partners