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Following this! I’m in the position wanting to leverage and use creative performance outcomes to make better informed decisions. However it’s difficult to get data, drive conversations and also work across teams to get to a mentality that is past “checking a box”.
Honestly building a relationship with them helps. Explaining that you want to help them if they help you. If they give you the data you need - you can make them creative that makes their results easier to get. It’s the facts. Most the time they feel like creative lives on its own but it absolutely should be included in the performance convo. This is like 40% of what I do day to day and I’ve been where you are. They don’t want to take the time to give you extra data pulls. But once they do and you make something awesome from it they will happily hand it over next time lol.
Long ago and back in the day, I asked media if we could make billboards talk. They did, using interesting radio tech, we did and it was a huge hit.
Collab with media buying never worked for me