Did you know that a typical Fortune 500 company produces 150,000 pieces of content per year? Brands need to create more content, while doing it quicker, cheaper, and personalized to each of the many platforms its users are on. Anastasia discusses how to do so in a data-driven way and shares examples of the processes existing Fortune500 brands have put in place to transform their content efforts into sustainable, scalable, and revenue-generating operations. She can also expand on the topic of WHY the old content production model doesn’t work in 2021 and what are the first steps brands can take to move to the right direction.

As brands produce an ever-growing stream of content for multiple platforms, brand erosion is becoming a significant problem for CMOs. The fragmentation of marketing teams, which specialize by platform, coupled with reliance on multiple, dispersed agencies leads to millions of dollars spent on producing content that feels disconnected at best. Having rolled out technology to help streamline brand consistency and content effectiveness across Fortune500 brands, Anastasia can talk about best practices for increasing brand consistency while increasing content efficiency and effectiveness.

Covid catalyzed not only a shift of media dollars, but also an increased investment in digital capabilities and eCommerce adoption. Nielsen research indicates that creative is responsible for 47% of sales lift, and many brands have been rapidly trying to roll out new tools that help them transform their content into a data-driven process as a result. Anastasia has helped brands like Unilever, Heineken, and Nestle change the way they treat their data and creative across the globe. She can talk about how to motivate leaders on different levels to embrace ownership over their company’s data-backed creative efforts and help their teams understand the importance of this shift.

Marketing organizations have always been divided into two types of teams: creatives and data folks. With the increased demand for always-on content and the explosive amount of data, these 2 categories are starting to get closer together. Anastasia can talk about how the world’s best brands are combining these two worlds to create powerful content backed by data. She will debunk the myth that content creation will be taken over by computers and discuss how marketers at Unilever, AB inBev, and Pepsi are fusing creativity with data to enhance content effectiveness and efficiency, and ultimately their brands.

In 2020, Anastasia and her team at Creative X analyzed ads from 120+ the world’s best-known CPG, beauty, and alcohol brands. The goal was to discover if brands were able to fulfill the commitment of bringing diversity and inclusion into their communication. The team looked into the topics such as BLM, gender diversity, etc., and the results have shown that marketers mostly didn’t deliver on the promise to better represent & portray black people or women.

On your podcast, Anastasia can share the detailed insights from this research, as well as how companies can change their approach to create more diverse digital content.