Our fourteenth edition of The MadTech Podcast Special explores the role of creative within the marketing industry.

In this episode, Oli Marlow Thomas, founder and CEO, Ad-Lib Digital, and Alex Robertson, head of marketing, Etihad Airways, joins ExchangeWire’s Lindsay Rowntree to explore the function of creative in marketing strategy and execution, and how this has accelerated since the move to a cookieless environment. In this session they cover what brands want and need from creative that they don't get from legacy approaches; how media agencies are driving the creative agenda; the importance of creative in broader digital transformation; and how consumer engagement trends and demands are changing creative.