What about the brands consumers engage with daily? Are they selling products, or are they operating more like media companies, constantly producing content across countless platforms?

Marketing expert Tom Roach has coined the term 'creative fragmentation' to describe a central challenge marketers face today: the constant demand for fresh content for different platforms with the need for brand consistency.

In this panel, we’ll explore how brands can consistently put out fantastic creative across different platforms in a way that’s tailored to its audience.

Talking points:

1. Quality vs. quantity: How can brands keep up with the need for lots of content tailored to platforms while maintaining brand consistency?

2. The changing role of creativity: Is the demand for reactive, fast-turnaround content diluting creative effectiveness?

3. Strategies for creative fragmentation: What strategies, techniques and tools can marketers use to find the balance between these competing demands?