Xaxis’s Schlickum: Clients are Making the Creative and Ad Tech Worlds Work Together


One of the frequent talking points at cross-industry events like Advertising Week is the tension between the ad tech world and the creative worlds. Leading figures in the creative side often lampoon the ad tech world’s  acronyms and it’s data-worship, while those on the programmatic side of the fence tend tend to overlook the importance of good creative. However, there are signs of change, as Caspar Schlickum, CEO of Xaxis EMEA explains, and often it’s the clients who are pushing for creative and media buying teams to work more effectively together. Filmed at Advertising Week Europe.


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