3 months ago
Is quality more important than quantity? In an age of increasingly integrated campaigns, it’s a question that the industry is grappling with on a daily basis. A modern campaign will typically shoot out to more people in more formats than ever before, all whilst budgets tighten up and deadlines shrink.
With such an enormous demand for content, concerns over creative quality are inevitable. How can you maintain quality control when there is simply so much content going out?
For the newly merged Chimney Vigor Group, the answer is an integration of automated content delivery. The company’s Edisen platform, they argue, will give creatives the freedom to express themselves like never before. The programme, which the company built through collaboration with creatives and clients, offers up an unprecedented amount of control by allowing users to store, manage and distribute their content on one platform.
To find out how the company’s pioneering new model can provide a stable future for creativity, we spoke to OneVigor CEO Magnus Sorlander and Chimney CEO Henric Larsson...
“I think the creative quality of our work is only going to improve”, explains Magnus Sorlander. “Our creatives can now spend more time working on the actual creative side rather than worrying about delivery and automation. We are giving time back to them so they can use it for their superpower – creativity. Let them focus on what they do best”.
For Henric Larsson, his company’s merger with the tech-focused OneVigor was always about freeing up Chimney’s creative potential. “There are a zillion marketing tech companies out there but our creativity is what sets us apart. I don’t know of many tech-savvy organisations in the world that have creativity so deeply integrated in one company”.
From Chimney’s perspective, the move is a natural evolution. “We’ve always been about finding the right way of manifesting our creative potential. At Chimney, creativity is our heart, with innovation pumping the blood through it.”
Back to Brand-Building?
The company’s new model comes at a time of much debate over the future of creativity. As advertisers face the loss of third-party cookie data from Google in 2022, there’s talk of a return to more traditional forms of advertising.
“Something you notice is that brands are starting to talk about brand-building again”, says Henric. “That’s because people are realising that just churning out large volumes of stuff is not solving the problems for our clients. The content needs to be engaging – and when I say engaging, I don’t mean targeted. We target too much today, so much so that we end up talking only to the people who are already our customers.”
For CVG, it’s clear that the drive towards automated delivery shouldn’t be conflated with a greater focus on targeting. More traditional channels are at the heart of what Edisen is aiming to deliver. “On TV you talk to a broader audience, you talk to everybody in that living room without knowing who they are, where they live and what car they drive and everything,” explains Henric. “And that helps you to find new consumers and build your brand at the same time.”
Commanding Creative Control
Even with these more traditional forms of ad delivery, however, the new model has a role to play. “Even when brand building, there still needs to be high quality stuff going out to huge audiences,” notes Henric, “so you need tech-supported processes to enable you to deliver that”.
For creatives, the key focus of the merger is control. “We need to be making sure that creatives have control over what they’re doing”, says Henric. “Too often great creative ideas can be lost in translation between different companies or over different processes. You can end up working on a lot of stuff that you know could be automated”.
A Fast-Moving Future
Since the new model has been implemented at CVG, results are already starting to come through. “We've already seen how the velocity of our development has increased a lot”, says Magnus.
“Looking forward, that near-instant speed of communication is a parable for us”, agrees Henric. “It feels sometimes like the future of creativity is uncertain. CVG’s automated model is our vision for that future – clear, fast, and collaborative”.Chimney Group, 3 months ago