Product Lead CXO: “Automation changes the way creative agencies evolve”

Newsroom 01/11/2019 | 08:21

At the cutting edge of automation, the 3-year-old Product Lead is a unique startup in the Romanian landscape. Its core vision supports creativity for escaping a fast-paced world to find more time for scroll-stopping ideas by redirecting repetitive tasks to automation platforms.

Their service helps brands and agencies streamline their schedules. The Product Lead solution delivers actionable reports, reduces the creation of media kits to a few seconds, and attributes these creatives to key touchpoints on various platforms including social media, eCommerce websites, and omnichannel. What’s left for creative teams to do is assigning more time to innovation. 

The Product Lead Chief Exponential Officer, Alexander Stoica-Marcu witnessed and joined the latest technological and marketing booms. He finds the current circumstances of creative business models in need of core modifications. The advertising industry changed when the entire world took a swift turn towards sci-fi realms. 

“Product Lead may sound like an innovation ahead of its time when in reality the platform has evolved naturally by answering the needs new technologies have to cover. Our imagination is now taking root in reality thanks to the latest discoveries in technology,” claimed Alexander S.M. referring to the advent of artificial intelligence, augmented reality, smart homes, 3D printing, IoT, voice recognition, chatbots, social media channels, and other lifestyle improvements that have infiltrated the quotidian over the last few years. 

“This new order of life changed how people communicate, carry out their daily routines, consume content, shop, travel, and work. As a reflection of modern society, it falls upon creative agencies to incorporate these technologies into their work and add an irresistible cherry on top of that as well. Art directors and copywriters need to announce and cement the rise of a new cultural era where technology amplifies senses and capabilities.” At the moment, creative teams are busy juggling with time-consuming tasks that are vital to sustaining their business models and intellectual endeavors for finding their next big idea. In other words, the status quo lacks structure and sets back professionals from reaching their full potential. 

The team behind Product Lead identified a new creative routine that embodies a modern workplace where the latest technological discoveries are featured on the daily agenda. Within this new framework, professionals follow digital protocols and answer tight deadlines with innovative and quality projects in line with the new social order. However, there are a few changes companies need to carry out before they reach a coherent and sustainable business plan with constant positive ROI.

Time for creative agencies to turn to long-term partnerships

Companies assimilate new business structures by allocating a standalone department for each of them. However, this path entails going to great lengths in terms of talent hunting, performance reviews, expensive equipment, training, and a slew of additional payments. 

Alexander believes that companies can achieve better results by turning to partnerships instead of departments. “Platforms come with several benefits over in-house departments. For one, they are powered by teams with extensive expertise in their particular domain. On top of that, clients receive 24-hour support, lower their budgets, and once enough data feeds their profiles, the dashboards customize the experience for each user making their work even more efficient.”

Following this path, creative agencies can make time to find ways to incorporate new technologies into their work. This way, advertising projects can win awards and provide steady streams of income at the same time.

The 4Ds creative formula

Operating with disruptive technologies, Product Lead detected a 4-step advertising cycle that taps into automated solutions and tailors personalized content for clients.

“Companies are usually reluctant to change. That’s understandable when you consider all the business alterations industry transformations entail. However, throughout our collaborations with market leaders like Samsung, BCR, Orange, Eyerim, we’ve identified a creative routine that fits these modern times perfectly and is easy to implement. Not only does it bring order to change, but this routine also incorporates new technologies like deep learning at the core of business models.”

For creative agencies to complete a project, they usually undergo 4 stages: data collection, decisioning, design, and distribution. These are the 4 Ds that stand at the basis of any advertising strategy.

The cycle begins with data collection where analytics and reports are used to paint the client’s current situation. All these streams of data head over to the next stage where they are being processed as decision-makers. Once actionable insights are extracted, the creative teams get a clear picture of how the design should look like for maximum awareness and conversions. The personalized designs are then distributed in key spots where the message pops before the eyes of the right audience. The sequence restarts by collecting data from the previous media kits which decide the improvements for the next series of designs and distribution points. 

“Product Lead has already implemented the 4 Ds into its system. Our clients can now issue actionable reports, create designs instantly thanks to a smart in-house generator, and distribute these advertising assets in the right digital locations including a unique shoppable gallery embedded in their eStores. The entire process takes place automatically.”


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