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Use creative technology to bridge the gap between marketing and procurement Use creative technology to bridge the gap between marketing and procurement Improvements will come from alignment, and COVID can be the catalyst for improvement rather than disruption, argues Genero CEO and co-founder Mick Entwisle. June 29, 2021 10:29 by MICK ENTWISLE The need for innovation in marketing has arguably never been greater. The proliferation of digital devices and channels has created a new set of challenges, but the ability to use data and technology to tailor, target, measure and evolve at speed prov...

This promoted content is produced by a member of The Drum Network. The Drum Network is a paid-for membership product which allows agencies to share their news, opinion and insights with The Drum's audience. Find out more on The Drum Network homepage. TiPi Group on why a hybrid approach works best in the in-house vs agency debate. In marketing, we seem to love to create dichotomies – pairs of concepts organised starkly in opposition to each other. But the more we delve into these dichotomies, the more we expose them to be false: brand v performance, long v short, traditional v digital.