5 Big Takeaways From our Conversation With Channel 4’s Emily Latham
Automation is shaking up industries everywhere, and broadcasting is no exception. Channel 4’s journey offers some key lessons for any business looking to make the leap.
These are the five big takeaways from our conversation with former Head of Digital Marketing and Martech, Emily Latham.
Scaling Content Effortlessly
Harnessing automation for data ingestion and creative versioning enabled Channel 4 to manage and personalize content efficiently and keep up with content demands. All while unlocking new platforms that they were previously unable to access.
The takeaway: Automation isn’t just about reducing manual tasks, but enabling businesses and teams to do more, bigger and better too
Turning Doubters into Believers
Channel 4 won over the hearts and minds of its creative team through education and slow exposure.
Rather than force feed the tech, they demonstrated tangible benefits over time; ran tests, listened to opinions and built their winning processes together - an approach that ensured the smooth adoption of their automation tools.
The takeaway: Education is paramount. Quash any fear and scepticism by showing your team the tech is here to make them better, not replace them.
Tackling Digital Complexity Head-On
Automation has become essential in navigating the intricate digital landscape, enabling businesses to produce diverse and scalable creative assets with ease. To use Emily’s words:
“We all, as marketers, understand that we're being asked for more and more all the time. So finding a way to do it in a simpler, more efficient way that helps you get the results that you need is essential.”
The takeaway: Personalization at scale is the direction of travel we’re going in. Humans can’t keep up, so embracing the tech to help is a must.
Unlocking Creativity
The implementation of automation at Channel 4 significantly boosted the team’s proficiency and excitement. By automating repetitive tasks, the team was freed from boring and time-consuming duties, allowing them to focus on their core strengths and do what they do best: create.
The takeaway: Adopting automation to relieve creative teams of mundane tasks results in a more dynamic and motivated work environment, with employees feeling empowered to create innovative content.
A Creative Resurgence
With cookies fading and attribution models changing, the onus is on creative to drive performance of paid media campaigns.
That means a requirement for not only compelling creative, but for even more versions too - for every campaign. Add that to an already daunting to-do list.
The good news is the solution is here. We call it ReMake.
The Takeaway: A fusion of data-driven precision and creative artistry is reshaping the industry, making ads more delightful and effective than ever. Strong creative and versions are a must and only the teams that embrace the tech to make both happen will come out winners.
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Want more? Dive deeper into Emily’s insights in the first episode of Automation Innovators.
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