Hersheys Rinaldi Takes a Bite Of Adlands New Creative Tech Beet.TV [Video]

For a 131-year-old, The Hershey Company certainly has an appetite for new technology.

The confectionary company has been rolling out a suite of new activities to support creative development.

In this video interview with Beet.TV, Vinny Rinaldi, VP of media and marketing technology, explains his philosophy.

Rinaldi said he believes that the acceleration of creative technology will be one of the most important next steps in the industry, helping companies understand the creative lens, get creative faster, and iterate to consumers in real-time.

But he thinks the industry is at the ground level of where creative technology will start to go, with content at scale, AI-generated content, and systems to bring content to market faster.

• Rinaldi said year-long creative development campaigns will come to fruition in much faster iterations.
• He predicts a push away from keywords as the target lens of search, moving towards rich content that delivers the search …