Creative

Session by session notes from the November event compiled by the editors of the Path to Purchase Institute.

A three-step framework can lead to not only conversions, but brand-building that resonates, says Momentum Worldwide's Adriano Lombardi.

Chris Cancilla rejoins the Publicis Groupe agency for the third time, following stints as CCO from 2016-2021, and SVP, group creative director, from 2004-2008.

The agreement blends CommerceIQ’s AI capabilities, brand data and analytics with VML’s planning, creative and execution suite.

VML, WPP's new combined creative agency, will be operational in 64 markets by Jan. 1.

Omnicom Group says Grabarz & Partner will bolster its position in Germany and help gain more of the country's advertising market share.

Heart & Soul Marketing will develop a fresh brand campaign for Giant Food by leading the creative concepting and development for television, out-of-home, seasonal and in-store.

The brand tapped artists from New York, Los Angeles and Miami to design street art-inspired, limited-edition packaging for Jolly Rancher gummies as well as outdoor murals.

The retailer has integrated Innovid’s personalization and AI capabilities within the Walmart DSP, allowing advertisers to enhance content and ad creative in real time.

The omnichannel effort, which also highlights the brand's new "All You Need Is Raw” tagline, consists of multiple ad spots, CTV, audio, social media, mobile rich media support and custom content.