Troy Hitch, Global Chief Creative Officer of RAPP, shared his perspective on the ad industryâs direction at the Possible event. He believes in the power of smaller, impactful ideas over grandiose ones, stating that these ideas create meaningful brand experiences. Hitch highlighted that advancements in technology and data-driven creativity are finally enabling marketers to realize his long-held vision of personalized and interactive brand interactions. RAPP's significant client roster positions it well within the advertising landscape as it embraces this new approach focused on scaling creativity effectively.
I've had a chip on my shoulder for a long time. I don't believe in this stinky, big, high-flying stuff. I like it. I think it's interesting. And I really respect people who can come up with those kinds of ideas. But those don't sell cars.
It's an aspiration. Because I believed little ideas can live between an individual and a brand. And it's more than just the content - it's the cadence, it's the context that can make them feel like a big idea.
We've been talking about data-driven creativity, personalization, scale... for 15 years, I just don't think we've really been able to realize the actual scope and scale of what it needs to be - until now.
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