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The value of investing in authentic messaging

This article was based on the interview with Oli Marlow Thomas, by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Investing in authentic messaging is a key recommendation for brands that are struggling with the challenges of fragmented consumer bases and managing campaigns within walled gardens. This advice comes from Oli Marlow Thomas, Chief Innovation Officer at, who emphasizes the importance of creative as an underutilized performance lever in digital marketing.

According to Marlow Thomas, many brands often treat creative as an afterthought in their digital marketing strategies. However, by taking a step back and prioritizing authentic messaging, brands can experience a significant boost in performance. Authentic messaging involves creating content that resonates with consumers on a deeper level, connecting with their values, emotions, and aspirations.

When brands invest in authentic messaging, they are able to establish a genuine connection with their target audience. This connection leads to increased engagement, brand loyalty, and ultimately, better business outcomes. Consumers are more likely to respond positively to messaging that feels authentic and relatable, as it creates a sense of trust and credibility.

Furthermore, investing in authentic messaging allows brands to differentiate themselves from their competitors. In a crowded marketplace, where consumers are constantly bombarded with advertising messages, brands need to stand out. By crafting messaging that is unique, genuine, and aligned with their brand values, brands can capture the attention and interest of consumers.

However, investing in authentic messaging requires a strategic approach. Brands need to understand their target audience and their preferences, as well as the platforms and channels they use to consume content. This knowledge allows brands to tailor their messaging to effectively reach and engage their target audience.

Additionally, brands should consider leveraging technology and automation tools to optimize their messaging efforts. Media automation platforms, like, can help streamline the creative development and distribution process, allowing brands to efficiently deliver their authentic messaging across various channels and platforms.

Investing in authentic messaging is a powerful strategy for brands looking to overcome the challenges of fragmented consumer bases and managing campaigns within walled gardens. By prioritizing creative development and focusing on crafting messaging that resonates with their target audience, brands can achieve better performance, differentiation, and ultimately, a more impactful and engaging consumer experience.

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