DMA: Data and Marketing Association
Consumer Help

Creative Performance: Driving Relevant Experiences in an Era of Overload


Brands are faced with increasing levels of competition for consumer engagement. Making connections and perfect moments with the time-starved and distracted consumer will require hyper-relevant creative that is informed by data and insights. Successful marketers will shift focus away from traditional campaigns and start every process with the person at the center. This is a paradigm shift in the way marketers need to plan and produce customer experiences. Join Merkle’s Christopher Pritcher as he explores the importance of hyper-relevance and how to better leverage data and insights to develop high-performing creative assets.

Key takeaways:

  • Discover the three core fundamentals of performance creative
  • Recognize practical approaches to creating hyper-relevance
  • Uncover best practices and lessons learned that can be applied to any market vertical



Christopher Pritcher

Vice President, Creative Strategy Lead

Chris is a Creative Strategy Lead and focuses on connecting audience insights, test & learn strategy and performance creative to ensure each individual receives a relevant and impactful engagement. Chris previously led a team of talented analytics providing predictive insights across Merkle’s Pharma, Health Insurance, Nonprofit and Retail/CPG verticals.

Chris brings to Merkle 12+ years of experience in marketing strategy, analytics, and thought leadership, having previously served on the Executive Committee at the leader in higher education marketing. Chris has had the opportunity to partner with some of the largest and most recognizable institutions in the country to leverage personalized marketing to achieve their enrollment and advancement goals. Prior to his time in higher education, Chris held various analytic positions in financial services. Chris holds a BS in Systems Engineering from the University of Virginia and an MBA from the Darden School of Business.


Dave Braun

Customer Experience Services Lead

Dave has 24 years of performance marketing agency experience across a wide variety of industries. In ten years with the Euro RSCG organization, as well as the past fourteen years with Merkle, Dave has worked with many top brands in support of their direct and digital marketing activities. Dave currently leads Merkle's Performance Creative capability. This solution includes over 240 highly trained professionals entirely focused on the creation of marketing communications, which consistently generate superior engagement and conversion rates. Dave's industry and brand experience is quite broad, as he has worked with Sony, Visa, Anthem BCBS, MetLife, Chase, Gap, Susan G Komen, Humana and Citi.

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