Overview
Frequent promotional updates within the Verizon Consumer Group, coupled with recurring delays in creative delivery, consistently impacted launch timelines. To maintain competitiveness within the telco industry, there was a need for a more efficient and less manual approach to updating offers and legal copy. In my role as Senior Strategist on the Digital Innovation & Transformation team, I led the evaluation of creative automation solutions and collaborated with cross-functional partners across creative and marketing to optimize and standardize the workflow.
Team
Senior Manager, Laura Soloman
Senior Creative Director, Adam Jackson
Motion Designer, Julio Artega
I was tasked with evaluating potential partners, and Innovid and Smartly emerged as key ad-tech candidates to support our creative automation objectives. Although my team was situated within the marketing organization, on-time creative delivery was critical, as delays were affecting performance and leadership was seeking greater personalization at scale. During the vendor assessment process, it was essential to identify a platform capable of supporting both media and creative functions at an enterprise level.
Additional example for Yves Saint Laurent Libre Eau de Parfum using enhanced landing page template.