Creative Strategy

For years, performance marketing distanced itself from brand and creative disciplines, positioning itself as a numbers game - analytical, precise, objective. But as automation takes more of the targeting, bidding and placement decisions, creative becomes one of the few levers marketers still directly control, says Paul Morris.

Louise Verschuren shares why app growth is a continuous, full-funnel discipline, how creative has become the new targeting, and why localisation, brand-building, and post-install metrics matter more than installs alone.