The Creative Equation: Where Science Meets Storytelling, Part 1
As CTV transforms the advertising landscape, a powerful shift is underway—one where data-driven precision and creative storytelling are no longer separate forces, but strategic partners. In this series, filmed at Cannes Lions and sponsored by LG Ad Solutions, we sat down with industry leaders who are redefining what it means to connect with audiences in a world where performance and imagination go hand in hand. From shoppable formats to immersive home screen experiences, these industry experts explain how brands are embracing CTV as the ultimate canvas for meaningful impact.
Orion Worldwide President Steve Carbone talks about why emotional impact still matters. It’s an impassioned defense of the need to put creative front and center, to make sure the commercial has established an emotional connection with the consumer before you try and sell them anything.
It's a much-needed message at a time when too many advertisers lean on "performance" at the expense of creativity and connection.
LG Ad Solutions CEO Michael Hudes explains why the LG TV's homepage is the hottest spot in town, whether you're looking for personalized advertising based on ACR data or just a hub to explore all your interests. It’s a far cry from broadcast days and the ability to use data to understand viewing habits helps create a superior experience.
"I’m a marketer, so I think the brand will always win,” explains Comscore CMO Jackelyn Keller. Keller's not just talking about the power of storytelling—she’s laying out how AI, audience optimization, and campaign testing can help you to scale brand storytelling in ways that also help drive performance. If you’re still stuck wondering whether CTV is just a constant battle between branding and performance, this will set you straight.
LG Ad Solutions Head of Sales Mike Evans gives us the real deal on agency Centers of Excellence. Are “omnichannel” and “breaking down silos” just easy buzzwords or are the right teams finally talking? How does what’s happening inside the holding companies impact the creative product? And what needs to happen next?
Look for more videos this week on LinkedIn and on YouTube and share your opinion as the series continues. Part 2 is also live!
