Getting Creative With Creative Drive

Like everything else in the digital age, advertising has had to get smart to thrive. For Myles Peacock, chief executive officer of ad firm Creative Drive, that means figuring out how to help brands do more with less and how to start off with the end in mind. The New York-based company, which operates as a kind of one-stop shop outside the traditional agency construct, makes sure the content it makes can be used across social and other platforms and that it’s thoroughly tagged, so individual elements of a shot or video can be used to target specific shoppers. “With modern-day technology, clients need to react at the speed of the consumer, which is instant,” Peacock said. “I need to create and I need to react in real time.” “Silos have to be broken down because you’ve got to get faster to market,” he said. “If I’m going to invest in a piece of content, I’m going to need that content to be smart so it can be used more effectively across channels. A client’s marketing budget has changed. If anything it’s shrunk.” Creative Drives works with a host of big brands — including Kate Spade, Columbia Sportswear, Michael Kors, Ulta Beauty, Nike, Coach, Target

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