Performance and programmatic companies aim for lead agency role with creative push

December 7, 2015 5:10

Michael Kahn and Grace Chu

Programmatic and performance agencies will make a move towards getting more creative capabilities as they look to become the lead agency for marketers, according to the global head of performance marketing agency Performics.

Michael Kahn, CEO of the Chicago-based division of ZenithOptimedia, said that the use of data analytics to guide campaign decisions was extending further into content and that the next logical step was for agencies to begin playing a role in the creative development.

Speaking exclusively to Mumbrella on a trip to Australia to visit recent acquisition Firstclick Consulting Khan said: “The evolution was creative shops owned the discussion and then media came in and media agencies took over because they owned the connection points and all the touch points with the consumer. Now what’s the next destination?

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics

analytics ZenithOptimedia

1 COMMENTS

heh 8 Dec 15

Just because you know what people have bought and where they are spending time online doesn’t mean you can come up with engaging ideas. And chasing me around the internet with re-targeted banners isn’t an idea. Unless you can hire creatives this isn’t going to happen. And I can’t see creatives wanting to work for a programmatic media agency any time in the next, hmmm 1000 years. So your prediction of it happening in the next 5 is a little off.

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