1. PaperG.com | hello@paperg.com!
Make every ad impression count.
Programmatic media’s explosive
growth has left creatives
scrambling to keep up. !
!
To achieve powerful, data-informed
advertisements that deliver on the promise
of the ‘right ad to the right person,’ media
and creatives must unite. !
!
Programmatic buying now calls for a new
hybrid role to emerge to execute tactical
creative decisions and maximize the impact
of media buys. !
!
Introducing: the Creative Planner. !
!
Creative Planners are the bridge between
creative and media. Equipped with the right
software, these professionals capture
attention and boost campaign results with
better tested, more relevant creatives.!
Responsibilities Of
Creative Planners
!
§ Produce scalable multi-
device creatives!
§ Tailor variations to different
targeted audiences!
§ Identify opportunities to
customize ad messaging or
test creative variations!
§ Continuously optimize
executions as media plans
change or new data arises!
The Rise Of
The Creative Planner
Page 1 / 2!
!
©PaperG 2015. All rights reserved.!
PAPERG PERSPECTIVE
Skills Needed For
Creative Planners
!
§ Project management!
§ Presentation!
§ Data analysis!

2. PaperG.com | hello@paperg.com!
Make every ad impression count.
Creative Planning At
Meadsdurket
Creative team produces !
brand direction and design
Creative Planner builds and
animates additional sizes
Creative Planner tailors !
variations to targeted audiences
Creative Planner submits to Account
Executive for client approval
Campaign goes live
Creative Planner and Account Execs
examine analytics and optimize
campaigns by segment and audience
Page 2 / 2!
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©PaperG 2015. All rights reserved.!
SPOTLIGHT: Meadsdurket
Evolution Of A Role
!
For some regional media campaigns for a top 5 auto brand,
Meadsdurket wanted to tailor and test ad copy. This agency
wanted to execute over 250 ad units with limited in-house
creative resources.!
!
Mimi oversees numerous projects as the Digital Project
Supervisor, including ad trafficking, strategic planning, and
daily communication between the account executives,
media, and creative team. !
!
As the central hub for project execution, she was able to
add creative planning to her daily role and produce high
performing digital ads by leveraging and testing creative
variations in PaperG.!
Results
!
In their first campaign involving a Creative Planner, the best campaigns performed 7X better than the
worst, demonstrating that by testing and tailoring variations, Meadsdurket was able to maximize their
auto client's outcome by several orders of magnitude.!
!
Since then, Mimi’s creative planning efforts have enabled Meadsdurket to maximize team efficiency
and amplify campaign performance.!
!
Mimi Kotter!
Meadsdurket’s Creative Planner!
CREATIVE
PLANNER!
OTHER
TEAMS!