Q&AA: Facebook's Andrew Keller on 6-Second Ads, Creativity and Prototyping
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Learn more about rapid creative iteration and new marketing forms at Ad Age Next in New York on Nov. 15 and 16, with speakers from players including P&G, Google, Burger King, Walmart and Amazon.
Andrew Keller is barely a year into his role as global creative director of Facebook’s Creative Shop, the 200-strong in-house team with the tricky task of teaching agencies how to make ads on a constantly changing social network. This year’s hot format may not work for the next campaign cycle. And there’s never a guarantee that marketers have even mastered last year’s ads yet.
Keller, the former CEO and executive creative director at CP&B, talked about what’s next for creativity at Facebook, the difference between storyboarding an ad and just making it, and the trend of the moment: six-second ads. Our conversation has been edited.
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