From Google: An interview with creatives, How fast is this moving today?
" .. Great YouTube ads are born from great creative ideas. But how does the shift to digital video change the creative process? Google's head of agency sales, Tara Walpert Levy, shares insights from a conversation between Sal Masekela and creatives David Droga and Emily Anderson ....
"Make it viral." Uttering that in a conference room is about as popular as announcing you have an actual virus. And although that particular pitfall may seem painfully obvious in today's sophisticated world of content marketing, there are other traps that hold us back from creating great videos that aren't as clear. We created the "Behind the Scenes" series to explore the challenges that agencies and brands face when making digital videos (and YouTube ads, specifically) and to see how they're solving them. ... "
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