Rob Meldrum

📱 The article advocates for "Minimum Viable Campaign (MVC)" planning in advertising, which emphasizes iterative improvements, real-time measurement, and audience signals. It suggests that traditional media planning doesn't align with modern content engagement, highlighting the inefficiency of large-scale, costly brand assets in a "skip-ad" era. The author proposes utilizing GenAI-powered tools to produce dynamic and cost-effective creative assets, enabling campaigns to increase in efficiency, relevance, and effectiveness over time, similar to software development cycles. This approach assumes that optimized, relevant campaigns will lead to better business performance.