Welcome to “In My Humble Opinion”, a podcast collaboration between The Marketing Society and Publicis Groupe UK agencies that creates a space for marketing leaders to discuss their opinions on topics affecting our industry which they think about but may not always say out loud.
In My Humble Opinion Episode 6: Fragmented creativity is exciting
Ben Mooge, Chief Creative Officer, Publicis Groupe and Kelly Engstrom, Brand & Demand Generation Communications Director. BT, EE and Plusnet at BT explore a provocative idea that challenges traditional integrated campaign thinking. They discuss how media fragmentation has fundamentally shifted creative execution, moving away from the "matching luggage" approach to embrace channel-specific creativity that maintains brand authenticity. From EE's gaming partnerships to their BAFTA sponsorship work, they examine how brands can fragment creatively while keeping their core identity intact. They explore the importance of having a rock-solid brand playbook that enables creative freedom across channels, the rise of influence marketing, and how AI will impact this new creative landscape.
Whether you're a marketer, creative, or brand strategist, this conversation offers valuable insights on embracing creative fragmentation as an opportunity rather than a threat.
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