MediaPost: Old El Paso, Mindshare, Captify Partner On Optimizing Creatives
Extracted from MediaPost, Author Laurie Sullivan
Old El Paso, a Mexican food brand from American food producer General Mills, and the media services WPP agency Mindshare have partnered with search intelligence platform Captify to optimize creatives that improve dynamic consumer experiences.
Aditi Hilgers, head of meals at General Mills UK. believes real-time search data to amend creative in real time can deliver highly relevant content, without huge production costs. Those moments have established what Hilgers calls “a seamless moment that consumers now associate with our fajitas.”
Captify and Old El Paso have been working together for more than two years, but this is their first public announcement of the partnership, according to Steve Pereira, president of UK at Captify.
“Advertisers know that personalization across messaging and creative, combined with meeting consumers at the right stage of their journey, is the key to creating connections that count,” he said. “Dynamic, creative optimization means advertisers can achieve that sought after personalization by producing multiple creative variations.”
Want to find out more? Read the full article on MediaPost.
