Agile Advertising and the Four Feedback Loops
A presentation from ad effectiveness software start-up Burt got us thinking that creativity and analysis/measurement don't need to be mutually exclusive.
We were struck by a few of the notions captured in the presentation slides from Burt, a start-up in Sweden that was invited to speak at Cannes this year. Burt is – at a most simplistic level – a digital ad measurement software company. But they are also one of the few that simultaneously focus on data-driven ad technology, while still earning credibility among creative shops. It also doesn’t hurt their credibility that the founders have previously worked with creative shops like CP+B – one of them (Gustav Martner) is actually the Executive Creative Director at CP+B Europe.