Amsterdam, Netherlands – Global digital agency DEPT has launched its new ‘Creative Automation Practice’, aimed at helping brands supercharge their creative output through technology. This practice specialises in three core services, namely delivering creative assets at scale, dynamic advertising, and conversational marketing and chatbots.
The technology behind the practice is part of ADA by DEPT, the agency’s proprietary marketing technology platform. Lightspeed by ADA is a suite of tools that enables the benefits of creative automation, including content at scale, dynamic creative, data-driven feed generation, and conversation marketing, as well as workflow management.
The team comprises seasoned automation specialists and creatives who work with brands to scale creative assets, distribute them wider, iterate and personalise them faster, and test and learn from the data they generate.
DEPT said that it has been making advancements in the automation space over the past decade, working with global brands to accelerate and supercharge their creativity. For example, producing dynamic advertising campaigns for Just Eat Takeaway, conversational marketing for Ralph Lauren with Instagram and Messenger chatbots, and producing hyper-personalised creative assets at scale for eBay. All made possible with the use of DEPT’s proprietary tech.
Alex Miller, global SVP of creative at DEPT, noted that customers today are looking for more relevant, personalised experiences, and brands are looking for ways to connect more meaningfully with audiences to improve effectiveness.
He further shared that to achieve this at scale, a new approach is needed. An approach that combines creativity and technology to streamline production and augment the creative process so that the best ideas take shape faster.
“Our Creative Automation practice produces repeatable, multilingual, cross-channel campaigns and experiments at scale. We combine the very best of our creative, growth, and engineering capabilities to improve the quality, efficacy, and speed-to-market of our clients’ campaigns,” added Miller.
In March 2022, DEPT has also launched its ‘Metaverse Practice’, which aims to help brands redefine the way they interact with consumers. The agency’s team of around 100 crypto and blockchain developers, games builders, 3D artists and creators, virtual and augmented reality experts and software engineers are pioneering innovative Web3 and metaverse experiences for clients.
