The age of optimisation: Who’s winning at performance creative?
How has the approach to performance creative evolved, and what distinct strategies are emerging across different generations in this age of increasing data and automation?
In this episode of Digital Disruptors, PMW News Reporter Reem Makari speaks with Megan Tarsuslugil, Senior PR Manager at Bottled Imagination (formerly Senior Campaign Specialist at Journey Further), and Frediano Iannelli, Senior Strategy Director at PMG. Together, they delve into the contrasting perspectives on creative optimisation, exploring how different age groups are leveraging AI, short-form content, and data insights to achieve winning results.
They also reflect on the perceived differences in risk-taking and adoption of new platforms, the enduring importance of creative fundamentals, and whether a generational gap exists in understanding and executing effective performance creative. Plus, they debate the impact of data overload and share their views on what the future holds for creative excellence in performance marketing.
~ Episode breakdown ~
(0:00 – 7:53) Generational perspectives on AI in creative optimisation and the integration of brand & performance
(7:53 – 19:55) Learning across generations: balancing data, intuition, and short vs. long form content strategies
(19:55 – 38:50) The evolving role of AI in workflow, exploring new channels, and the blending of brand & performance
(38:50 – end) Outdated practices, future trends in creative optimisation, and the myth or fact game
Hosted on Acast. See acast.com/privacy for more information.
Performance Marketing Unlocked
The podcast that gets beneath the surface of the biggest issues in performance marketing – from TikTok and ChatGPT, to the metaverse and PPC.
From the Haymarket editorial team behind the daily publication Performance Marketing World (PMW) and its annual PMW Unlocked event, this podcast combines expert advice with community contributions to help practitioners and managers alike get the most out of the latest techniques and technology in this fast moving industry.
In each episode, the PMW editorial team interviews top marketers from brands, agencies, trade bodies and platforms to reveal their secrets to success, what good looks like and how to get it right. We discuss what they think is overrated and underrated in the industry, they give us their best practice and attempt the renowned PMW Re-sell Me A Pen challenge.
This podcast gives you all the insights, expertise and world-class speakers from the Unlocked event, but available in your pocket all year round, keeping you up to date with the latest and greatest in performance marketing.
Listeners can interact with the podcast guests via the bespoke LinkedIn community, PMW Unlocked, where they can send questions, take part in polls and get exclusive insights from previous and future speakers at the Unlocked event.
This is performance marketing, unlocked.
Hosted on Acast. See acast.com/privacy for more information.
- No. of episodes: 100
- Latest episode: 2025-05-20
- Business News Marketing Business News
Where can you listen?
