Derek Schoen, Vice President of Integrated Media and Organic Social at MGM Resorts, joins Natalie Bastian, Teads Global CMO, to discuss the evolving role of creative in advertising. Derek shares insights into using creative as a targeting tool, blending data with storytelling, and navigating the changing media landscape.
Key Insights:
- Targeting Through Creativity
Derek explores the rise of AI-driven creative optimization, emphasizing the importance of aligning messaging with audience preferences. By leveraging creative analytics, MGM ensures that its campaigns resonate emotionally while driving measurable outcomes. - Blending Art and Science
Balancing data-driven insights with storytelling, Derek highlights the need for creative to reflect brand identity while meeting performance metrics. Understanding audience reactions to different creative elements ensures both authenticity and effectiveness. - Building for 2025 and Beyond
As media performance metrics evolve, Derek stresses the importance of upper-funnel strategies. MGM aims to use AI to understand long-term brand impact while advocating for the value of brand-building in driving premium customer experiences.
For more insights on the latest trends in marketing, media, and tech, discover our “Talks With Teads” series.