Agile Advertising and the Four Feedback Loops

Agile Advertising and the Four Feedback Loops
technology

A presentation from ad effectiveness software start-up Burt got us thinking that creativity and analysis/measurement don't need to be mutually exclusive.

Paloma M. Vazquez
  • 7 july 2010

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.

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