Date posted

01 Feb 2022

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How to use technology to atomise your big creative idea

What is it?

Concepting a creative idea is a valuable way to get the most out of your assets within your media channels. But when it comes to distributing and personalising that idea for different audiences,
it can easily become a costly and time consuming process.

As a result, there are an increasing number of emerging technologies now available that can help you automate part, or all, of this process.


Once the base elements of your idea (imagery, branding, video and copy) have been inputted into these platforms, AI technology then compiles a selection of assets by automatically generating copy and video variations. These assets can then be manually edited before you activate them.

Why is it important?

Within your overarching idea, it’s important to keep your creative fresh and varied if you want to avoid ad fatigue, a key hindrance to performance within your social media campaigns. Creative automation platforms allow you to have a bank of variations at the ready and to tailor messages to specific audience segments.

The insights you derive once the creative is live can then be used to inform future creative concepts, and allow you to get a better understanding of how your audiences react to the creative you’re producing.

What to do next?

If you feel your creative asset production process could be optimised, start by researching automation platforms such as Pencil to get a better understanding of how they work, and the benefits they could bring.

Talk to your internal team and/or media and creative agency to assess if this type of technology will benefit performance.

Get in touch with us if you have any questions.