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Evan Nicholson

Sr. Director, Personalization and Experience Optimization Strategy
Evan Nicholson

Evan Leads Merkle’s Testing and Optimization Practice, where he helps clients put data and insights into action across technologies and channels. He works with enterprise brands across industries including Health, Finance, Automotive, Entertainment and Retail to define and develop people centric marketing that has a measurable impact for the business and their customers. Prior to Merkle, Evan managed creative production and experience innovation for brands at agencies including Saatchi & Saatchi, Rosetta and AKQA.

Evan's Articles, Blog Posts, Webinars and More

How the Data Revolution is bringing Humanity back to your Brand

Modern advertising plays a proxy role, giving brands the opportunity to project a personality and proposition to the masses. We are coming to the end of the advertising age; that doesn't mean the end of creativity — in fact, the opposite, writes, Evan Nicholson, Sr. Director, Personalization and Experience Optimization Strategy at Merkle.

Why Creative is Essential in Personalization

Why Creative is Essential in Personalization

We all know great creative when we see it; the power of cultural meaning through a universal truth that is also personally relevant. I love that moment, the “aha” — when a brand’s proposition and its story are in sync.

Those moments are few and far between today, with the vast majority of advertising considered boring, non-engaging, and even worse — irrelevant.