Marketers are faced with a dilemma. They know they need to deliver timely, creative and targeted communications. But given that demands to keep the conversation going are almost limitless, this needs to be achieved without breaking the bank. At the same time, there aren’t enough hours in the day to manually finesse creative that will land for each and every customer.

This paper explores the main challenges creative teams face when trying to keep up with content demands: how to move away from ‘analogue’ thinking, the key deliverables of creative automation and ultimately, how to liberate creatives and help them plug the content gap.