Angeline Lodhia (General Manager of Inskin Asia) says “A better way of approaching digital is much needed; the system currently lacks focus on the sector’s ‘creative’ potential which, when reached, leads to higher engagement and uplifts in brand metrics.”

Angeline notes that creativity in digital is seldom rewarded, and looks at how this can be addressed.

“Advertisers are fixated on data, targeting and delivery, leaving the creative storytelling as an afterthought. This often leads to digital creative being excluded from the initial planning phases, and therefore digital-specific assets are underdeveloped—leaving advertisers to repurpose TV and print assets for an environment for which they were not intended.”

Read the full article on Campaign to find out more.