Creative convergence isn’t just a trend or tactic to be deployed occasionally. It is now a necessity if a brand wishes to succeed and capture consumer attention in an ever-more-competitive marketplace. But creative convergence and all it entails—a mingling of media, data, creative and technology into a cohesive, engaging experience for the consumer—is no easy feat. Thankfully, Adweek’s Creative Convergence category provides a wealth of insight and information into these strategies to create a seamless experience and foster a deeper connection between brand and customer. With columns by media agency leaders, brand ambassadors, CEOs and more, industry professionals will gain access to informative analysis and strategies for an effective and optimally beneficial creative convergence.

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With More B2B Brands Seeking Out Creativity, Agencies Are Driving Growth With B2B Clients

Some agencies attribute their significant revenue growth to the onslaught of B2B work.

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The Skims and NBA Partnership Is a Masterclass in Brand Repositioning

At the convergence of fashion and sports marketing.

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Creativity Does Not Thrive in Fear—How Marketers Can Drive Real-World Change

Going beyond awareness around social issues to make tangible change.

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Día de los Muertos: The Super Bowl of Creativity in Mexico

The rebirth of an old cultural tradition that has gone global.

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‘Perfectly Imperfect’: Resurfacing the Soul of Social Media in the Era of AI

With both the ends and the means of creative production transforming so swiftly, the fate of content—and the professionals who create it—is in question.

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Why Bombay Sapphire Turned to a Robot to Inspire Human Creativity

Global marketing vp Natasha Curtin discusses the campaign as part of creative director Baz Luhrmann's lead.

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Known Originals Taps Basketball Royalty to Debut New Content Division

A docuseries about the McDonald's All American Games is one of many projects in the works.

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This Agency’s ChatGPT Experiment Prompted Recruiters to Request Interviews With an AI

It all started when creatives at the independent agency 22Squared wondered if AI could replace them.

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Anomaly Is Adweek’s 2022 US Agency of the Year

Though selective in taking on new work, the shop is mastering convergence.

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Stranger Things Drives Combined Brand Placement Value Over $27 Million

According to research from YouGov, Coca-Cola was the biggest benefactor from appearing in the fourth season.

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To Defend or Not to Defend—That Is the Question for Incumbent Agencies

Incumbents often defend in reviews, but they must consider if it's worthwhile given the poor odds of success.

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For Breakthrough Media Agency of the Year VaynerMedia, Convergence Fuels Success

Reuniting media and creative is one thing the agency doesn’t need to worry about.