By

By: Brandon Dixon, Director, Communications 

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

The success of “Black Panther: Wakanda Forever” at the end-of-2022 box office sparked a question at Stagwell: “When is Black Futures Month?” Brands flocked to the marketing table for the Black Panther sequel, and for good reason: in a 2020 study from National Research Group 52% of Black Americans selected the original film as the “best example of representation and inclusion” in American entertainment. But, marketers still rely too much on Black History Month as the main chance to elevate Black stories.

The success of “Wakanda Forever” shows we should focus on Black futures, not just history, in our marketing efforts. As brands and entertainment converge, how can we drive complex representation for Black consumers and tap into growth opportunities? 

Multi-Dimensional Blackness 

Despite an increase in Black characters and stories in mainstream media, authentic and complex representation is still lacking. 91% of Black Americans still see negative stereotypes as a top pain point. Brands can challenge these narratives through speculative storytelling and Afrofuturism, offering new contexts for Black characters. 

Investing in sci-fi, fantasy, or superhero genres can be a potential goldmine for brands. The 2020 National Research Group study shows Black Americans praised “Black Panther” and “Black Lightning” as the best examples of authentic Black representation in American media. These two shows showcase the potential growth in futuristic, fantastical genres that bring Blackness to the masses. The study also found that 77% of American consumers and 85% of Black Americans find Black content in a futuristic setting appealing. 

Future-Forward Creativity  

Brand creativity that only mines the past for visions of Blackness may dwell on traumatic storylines. Joy exists in the past, but clumsy brand storytelling often leads to the platforming of the same recurring stories about Black oppression. If brands can build Future narratives in concert with Black creatives and think expansively about the potential forms Blackness might take in the future, we’ll see more stories of Black joy and transcendence enter the mainstream.

Potential for Transformation

Ninety-one percent of consumers are confident in the ability of media to influence society, per the 2020 National Research Group study cited above. As brands blur the line between Hollywood and Madison Avenue with branded entertainment, future-leaning visions are the way forward to connect meaningfully with Black consumers.

Let’s use Black Futures Month to challenge our brands to think about what’s next.  

What kind of Black Future can your brand imagine, and help create? 

Related

Articles

Post Thumbnail
Post Thumbnail
Post Thumbnail

Newsletter

Sign Up

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

As we look to the future of marketing, one thing is certain: Artificial Intelligence (A.I.) will play a major role in shaping the industry. From generative A.I. revolutionizing the way we approach creativity to predictive A.I. providing unprecedented insights and analytics, the potential of A.I. in marketing is vast and exciting.  

But what exactly does the next decade hold for this rapidly evolving field? We asked some of the top minds across Stagwell, including leaders from the Stagwell Marketing Cloud, PRophet, Code and Theory, Colle McVoy, Yamamoto, Concentric Health Experience, and Vitro, to share their predictions and insights on the future of A.I. in marketing.  

A.I. Won’t Eat the World – But it Will Give Consumers Time and Brands Opportunity

Mansoor Basha, Chief Technology Officer, Stagwell Marketing Cloud

“AI and ML are at the forefront of driving digital transformation across industries and will undoubtedly continue to do so. In a 2011 op-ed, Marc Andreessen observed an environment in which software was increasingly becoming king, famously stating that ‘software is eating the world.’ His observation came about a decade after the peak of the 1990s dot-com bubble as companies like Facebook and Skype were booming. Looking to the next decade, I believe that AI and ML will be eating the world, changing the way we work, live, and interact with brands. 

I predict that as AI technology changes everything around us—with things like driverless cars and more efficient, sustainable systems—consumers will have more time on their hands. This will give brands the opportunity to leverage more pointed channels to reach audiences that have more free time to participate. AI will find brands’ ideal audiences and reach consumers in the right place at the right time, especially as AR and VR go mainstream. 

And as the hype around ChatGPT and generative AI simmers down, marketing teams will become more comfortable adopting a wide range of AI tools that help them build powerful workflows that drive innovation, aid in decision making, and create new business models. ChatGPT will be an entry point for many marketing teams as they look for relevant ways to use new technologies in their day-to-day work.”
 

Enhance, Not Replace

Aaron Kwittken, Founder and CEO, PRophet

“Generative AI, while not perfect, is the needle that pierced the veil of doubt and fear amongst marketers when it comes to adopting AI technology. The current limitations are only encumbered by the lack of data needed to make it more performative. 

When paired with the right inputs, this technology will make marketers more efficient by enabling them to create base content faster and better, freeing them up for higher value tasks like editing and strategy deployment. In addition to content creation for press releases, social posts, pitches, marketing collateral, blogs, and more, I see this technology as a huge aid when it comes to legal and compliance issues, especially when working with third parties like influencers and celebrity spokespeople.

Make no mistake, though, the downsides will need to be managed. 

Generative AI may reduce the need for junior staff; could be used as an accelerant to create and spread mis and disinformation; and could make professionals more complacent, less creative, and more transactional. This is where it will be on marketers to get creative about how they use this tool to enhance their current activities, not replace them.” 

The Key Word with A.I.? Enablement

Dan Gardner, Code and Theory Co-Founder and Executive Chairman

“At the moment, where we will see AI transformation is in how we conduct business. While traditional creative shops may be focused on stunts and activations, I believe the key word here is ‘enablement,’ and how the technology allows businesses to do what they haven’t been able to do before.

Where the technology is built into systems that yield long-term results. What this looks like exactly, we still do not know for certain, but I do know that technology at its best is when it has the power to drive meaningful change in people’s lives.” 

Watch Out for A.I.’s “WordPress” Era

Yamamoto Digital Team

In the end it’s not the technology that sells, it’s the story it tells.”  

Welcome to AI as shiny new toy, with machine learning, natural language processing and open access combining to create a sandbox for early adopters. Expect showy, public activations (e.g. Ryan Reynolds reading an AI-generated script for Mint Mobile) as well as backstage experimentation. We marketers will find it hard to pass on an instant first draft of everything we do.  

Then AI enters its WordPress phase. Smaller players will benefit from “good enough” templates that auto-generate content. Meanwhile experts will game AI’s limitations to circumvent the inevitable commoditization.  

There are also threats. To brand safety. To copyright laws. To beliefs about creativity. We’ll have hard conversations about everything from unconscious bias to criminal misuse. Then, in ten years, full impact. We imagine a golden age of hyper-targeted, account-based marketing. We also predict AI depreciating the value of individual assets a la Napster killing the compact disc. Expect real people to respond with bespoke, humanistic, artisan campaigns.   

Finally, a confession. That tasty quote at the top? ChatGPT wrote it. The prompt: Crystalize the future of AI in the haunted, optimistic voice of Don Draper. How’d we do?  

“Make it More Human” 

Ben Majoy, Creative Director, Observatory

We’re in the industry of threading the needle of perfection, constantly trying to find new ways to get as close as possible to what sometimes feels like an impossible vision. Artificial Intelligence is now creating a superficial answer to that question, but we’ll soon see that creating something narratively resonant means a lot more than a “vision” coming to life.

In the same way that a perfect cheeseburger just doesn’t taste as good as a sloppy one (or any other curated vs. bespoke experience example you want to use), we’re going to see that no matter how accurate the A.I. responds to our prompt, it will never FEEL as good as the human-made. There’s humanity in what we do.

Until Artificial Intelligence can replicate nostalgia, trauma, and emotions like seeing someone you haven’t seen in ten years and picking up right where you left off, we will also feel like something is missing. We’re about to enter the era of “make it more human,” taking the place of the “I’ll know it when I see it” feedback loop.

Sturgeon’s Law

Tom Sullivan, CEO, Vitro

RESPONSE TO YOUR PROMPT, FROM CHAT GPT (195 words) 

AI is already revolutionizing marketing…and this continue over the next decade. A big step will be through the use of machine learning algorithms to analyze consumer data and make more targeted, personalized recommendations. This will likely include personalized email campaigns, targeted social media ads, and customized product recommendations on e-commerce sites.

Or course…there are chatbots and virtual assistants. These tools allow companies to interact with customers in real-time, providing immediate support and assistance. They will also be able to handle routine tasks, freeing up human customer service reps to handle more complex inquiries. As time marches on these will continue to get better (and seem even more human). 

AI will also have a major impact on content marketing, as machine learning algorithms will be able to analyze consumer data and create more effective content. This could include personalized blog posts, videos, and other types of content that are more likely to engage and convert consumers. 

Overall, the use of AI in marketing is likely to increase efficiency, reduce costs, and improve the customer experience. Whilst there may be some initial disruptions as companies adopt these new technologies, the long-term benefits are likely to be significant. 

RESPONSE TO YOUR PROMPT, FROM TOM (195 words) 

See above. It’s so generative. It’s Sturgeon’s Law (90% of everything is crap). My guess is…AI will generate at least 50% of marketing assets/thinking. It’ll probably all be pretty smart…pretty good. But when it gets to emotional storytelling, powerful creative…it’ll be just like people, generating a lot of “crap”. AI is digital. Digital is binary. Zeroes and Ones. Blacks and whites. Much of creativity comes from the muted tones, the instincts and intuitions…the random brain synapses that live in the grays. I’ve spent a lot of time playing with AI in several arts (music, writing, imagery). Some of it really interesting, and maybe even gives bits of inspiration…but so much of it is just a mashup of elements we’ve seen before. Usually…you can tell AI was the ghost in the machine, right away.  

These are relatively early days, and they are super exciting…but here are three watchouts that come to mind:  racial biases and presenting incorrect information as true fact. And…look at the “open” in Open AI. It seems to be claiming that everything is open source. So I wonder; will I will end up being a windfall for intellectual property attorneys? Time will tell.   

The InkWell is Half Full for Copywriters

 

John Neerland, VP, Group Creative Director, Colle McVoy

Over the past month, ChatGPT has hit the world, the industry and advertising copywriters in particular, like a ton of virtual bricks.  

The reaction from writers I’ve talked to has ranged from cautious pessimism to downright dread. Gallows humor abounds. One writer quipped that it might finally be time to get HVAC certified.  

But I’m choosing, for now, to see the inkwell as half full. Just like Photoshop didn’t eliminate art directors and designers, ChatGPT won’t make copywriters obsolete.   

Out of the gate, ChatGPT is only as good as the inputs it receives. And even then, ask it to write headlines for a specific product or brand and you get a list that feels more like 50s newspaper retail ads than the One Show.   

So, if it isn’t pumping out pencil-worthy lines just yet, how can copywriters harness ChatGPT (and not be trampled by it)? Some initial ways include using it to get over blank page syndrome, getting unstuck from one idea or approach, exploring new tones and styles, making copy more search friendly and speeding up the more mundane writing tasks to free up time for more interesting ones.   

Over the next decade, my hope is that copywriters find ways to leverage AI not only as a technological aid to make their work easier and more efficient, but a tool to help make their ideas bigger and their writing better than they’ve ever imagined. Or maybe that’s just what the bots want us to believe. 

A Foundational 21st Century Development

 

Allison+Partners Digital team

Generative AI is about to change our world.  The capability of AI to generate original and useful creative work at scale is both amazing and terrifying, yet it will be one of the foundational technologies of the 21st century.  There’s no question it will change how we – as communicators and consumers – live, work, learn and even think.   

Tools like ChatGPT make it easier to quickly create targeted content, both written and visual. What’s more, it will help expedite what was once a very manual (and tedious) process by customizing and personalizing content for journalists, analysts and customers. In turn, there’s every chance that many of these pitches will be received by AIs with subsequent stories likely written by them as well. (In fact, some already are – controversially.)

Yes, AI may help everyone create content, just like calculators and spreadsheets help us generate numbers. But AI cannot imagine. It cannot bring years of client experience and strategy to the table. And it cannot replace passion, empathy or excitement for our clients and their offerings. AI is just one tool, plain and simple. We can and should use it to reinforce our best, most human qualities in the many years ahead. However, it will still need you – your humanity, your personality, your perspective and your soul.  

—-

This piece is part of Stagwell’s Marketing Frontiers content series on Artificial Intelligence. Visit this page to view other perspectives and work from Stagwell’s global teams on A.I.

Related

Articles

Post Thumbnail
Post Thumbnail
Post Thumbnail

Newsletter

Sign Up

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

As over 100,000 people descended on Las Vegas for CES this year, Stagwell is bringing you access to some of the senior-most business leaders across marketing, electronics, food and drink, luxury, media, sports, tourism and more through our Content Studio on the convention floor. Watch some of our favorite segments from Reddit, Qualcomm, Warner Music Group, Zappos, and Axios to learn about the technology that will impact the next chapter of marketing – and what wowed top brand leaders on the convention floor. 

Reddit VP, Business Development on The Power of Community  

Reddit’s Timo Pelz joined Stagwell Chief Brand and Communications Officer Beth Sidhu to talk about insights from Reddit’s massive Future Tellers study pulling insights from Reddit’ 100K+ active communities, which unveiled on the convention floor at CES.  

Qualcomm CMO Don McGuire on How AI Will Transform Cars into Spaceships  

In the CES tech alphabet, the “A’s” have it – Qualcomm CMO Don McGuire and Stagwell Chairman and CEO Mark Penn are bullish that artificial intelligence and augmented reality are the tech to bet on in 2023. Watch their interview with Chief Growth Officer, North America, Robyn Freye. 

Zappos CMO Ginny McCormick on Moving Beyond Demographics  

“Age is just a number.” And, by Zappos CMO Ginny McCormick’s estimate, a number marketers are relying on too heavily to drive consumer segmentation. Catch her interview with Stagwell President, Global Solutions, Julia Hammond on the demographics, metrics, and buzzwords marketers need to ditch in 2023.  

Warner Music Group’s Maria Weaver on “The Three C’S”  

Connecting content, commerce, and community experiences is Warner Music Group President Maria Weaver’s big priority for 2023. Watch her interview with Stagwell Chief Brand Officer, North America, Alexis Williams to learn why you need to invest in the “three c’s”  

Mark Penn and Axios’ Sara Fischer on Where Marketing and Tech Meet Politics 

Tech is about to have a political year – but all is not bad for the digital economy, Stagwell’s CEO Mark Penn tells Axios reporter Sara Fischer in this clip from the Stagwell Content Studio at CES 2023. Catch their interview for insights on the streaming market, data regulation, and whether the U.S. will pursue a TikTok ban in 2023.  

Related

Articles

Post Thumbnail
Post Thumbnail
Post Thumbnail

Newsletter

Sign Up

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

We’re home from CES 2023 and abuzz with the latest tech powering the next chapter of modern marketing. Read on for three quick things you need to know about how technology will impact brand marketing this year. Reach out if you’d like to connect on any of these trends. 

TECH RISING = DATA RISING

While the tech at CES is dazzling in its own right, the data it unlocks for brands is the true thought-provoker as we leave Vegas. Every tech advancement is generating fresh ways to capture first-party data from consumers. It’s on marketers to scope these technologies with a healthy mix of skepticism about privacy implications and eagerness about the ability to (more) seamlessly connect consumers to brands.  

Watch this Space: Pinterest announced a new data clean room collaboration with LiveRamp and Albertsons as the latter seeks to build a retail media network. 

Get Smart on Impact: Do Consumers Understand the Bargain of Digital Data?

THE THREE C’S

Whether it was ever-more integrated home devices, new content partnerships, or gifting modern travelers with free wifi, the power of truly connected brands to drive performance is clear. In the year ahead, marketers need to prioritize linking content, commerce, and community in order to effectively serve consumers and boost brand efforts. Tech companies learned “built it and they will come” is a bad way to engage consumers; marketers, too, need to focus on delivering the content consumers want, when they want it, and engage digital and IRl communities to power better experiences.

Watch this Space: Delta announces Delta Sync, a new chapter of connected travel.

Get Smart on Impact: How Warner Music Group is Preparing for Connected Consumers in 2023

TECH IS ABOUT TO HAVE A POLITICAL YEAR

TECH IS ABOUT TO HAVE A POLITICAL YEAR  – The subtext on the convention floor this year was that tech is about to face increased scrutiny and possibly even regulatory action from governments around the world in the year ahead amid growing concerns that products and services are veering us closer to “1984” than 2023. Expect the industry’s practices around data privacy, competition, and content moderation to come under close examination and consider the reputational risks of marketing certain products or services if they are perceived as “bad tech.”  

Watch this Space: How TikTok Became a Diplomatic Crisis

Get Smart on Impact: Mark Penn in Forbes on Twitter, TikTok, and the Year Ahead  

🤖 Category Transformations

Check out the announcements from the past week we predict will drive the biggest vertical transformations in the year ahead. 

Live from the Stagwell Content Studio @ CES 2023

Stagwell’s Content Studio returned at CES, delivering behind-the-scenes interviews with C-Suite execs at the world’s most ambitious brands on the trends and transformations they’re tracking at CES.

In this episode, Qualcomm CMO Don McGuire and Stagwell Chairman and CEO Mark Penn share why artificial intelligence and augmented reality are the two trends to bet on in 2023.

Related

Articles

Post Thumbnail
Post Thumbnail
Post Thumbnail

Newsletter

Sign Up

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

Headed to CES 2023? Before you board for Vegas, get smart with our top predictions for the technology and trends that will dominate the show and impact marketing transformation for the upcoming year. Stagwell will be on the ground sharing our vision for transforming marketing through impactful technology. Reach out if you’d like to connect.

ADS HERE, DATA EVERYWHERE

Expect every piece of consumer technology that debuts this year to (eventually) double as a marketing or media platform. Devices will continue to get smarter – and better at data collection. And new AR/VR layers will only multiply the potential ways for brands to show up in consumers’ lives. 

Watch This Space: Plug into Thursday’s C-Space Keynote with Delta, Netflix, Instacart, Epic Games, and more: Building Connection & Community in a Non-Stop World.”

Get Smart on Impact: Every Company is Now a Digital Marketing Company – Whether it Wants to Be Or Not 

GENERATIVE A.I. IS THE DARLING OF THE SHOW 

Expect every piece of consumer technology that debuts this year to (eventually) double as a marketing or media platform. Devices will continue to get smarter – and better at data collection. And new AR/VR layers will only multiply the potential ways for brands to show up in consumers’ lives. 

Watch This Space: Plug into Thursday’s C-Space Keynote with Delta, Netflix, Instacart, Epic Games, and more: Building Connection & Community in a Non-Stop World.”

Get Smart on Impact: Every Company is Now a Digital Marketing Company – Whether it Wants to Be Or Not 

EXITING OUR “TECH AS ENTERTAINMENT” ERA

Expect every piece of consumer technology that debuts this year to (eventually) double as a marketing or media platform. Devices will continue to get smarter – and better at data collection. And new AR/VR layers will only multiply the potential ways for brands to show up in consumers’ lives. 

Watch This Space: Plug into Thursday’s C-Space Keynote with Delta, Netflix, Instacart, Epic Games, and more: Building Connection & Community in a Non-Stop World.”

Get Smart on Impact: Every Company is Now a Digital Marketing Company – Whether it Wants to Be Or Not 

🤖 Category Transformations

We’re watching these sessions for vertical-transforming announcements at CES. Check back with us in a week for our POVs on their news:

Coming Soon: CES Content Studio

As thousands descend on Las Vegas for CES, Stagwell’s Content Studio returns to deliver behind-the-scenes interviews with business leaders across electronics, food and drink, luxury goods, media, sports, tourism and more. Hear from them on the trends and transformations they’re tracking at CES. Follow our LinkedIn and YouTube to keep up with the series as it publishes during CES.

 Reach out at ces2023@stagwellglobal.com if you are an executive that would like an interview.

Related

Articles

Post Thumbnail
Post Thumbnail
Post Thumbnail

Newsletter

Sign Up

By

By: Brandi Lalanne, VP, Research & Insights
MMI Agency

Originally Released on
LinkedIn

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

At the time of writing, ChatGPT is down due to high demand, thereby confirming that the below was written by an actual human who is clacking away on a keyboard.

For those unfamiliar, ChatGPT is the most recent form of OpenAI’s large language model. GPT-3, which powers it, is the largest neural network ever produced. To simplify things without losing magic, ChatGPT takes user inputs and then, based on a prediction on what the statistically most likely useful result would be, spits out text that is convincing enough to seem like a human wrote it.

We have seen chatbots before, but the intelligence of ChatGPT sets it apart. The underlying model powering the ‘GPT’ of ChatGPT obtained its smarts by learning from all available data on the internet—text, books, wikis and more. The data made it smart, but the intelligence comes from its ability to provide persistency in conversation. Rather than each input you provide serving as a single instance, ChatGPT will remember your inputs over time and take them into account to breathtaking detail. While some are relating ChatGPT to Google, I would counter to suggest that this is what Apple, Microsoft and Amazon had envisioned their digital assistance products would one day accomplish.

To be clear, ChatGPT is not a search engine aggregator. It predicts its output based on the words you choose and the sequencing of those words. Its output has a likelihood or probability, not an accurate answer. This is, of course, what makes it human-like. If you think of it playing the role of a type of advisor rather than a type of calculator, the benefits become more abundant:

·     Provide ChatGPT with a list of items in your pantry and refrigerator, your dietary restrictions, and have it come up with a recipe with steps to follow

·     Have ChatGPT build out an annual budget and savings plan based on your income, financial goals, and investments

·     Ask it to write a program—in any language—and it will produce code that you can start modifying and building off of immediately. Or, submit your code and have it to debug and write it better

·     Have it write a 4-day-a-week workout routine using whatever gym equipment you have access to, how long you can devote to the workout and your fitness goal

·     Have it create an organic social content calendar for three months with a focus on product awareness across whichever social channels you list, along with the tone you desire

·     Provide your resume and a job posting and request that it write a cover letter for you to use, along with an introductory email

·     Give it a writing prompt, topic, overall motif and it will produce a near-publish-ready book, manuscript, essay, or multiple search-optimized articles

The list goes on and on, and the more specific your inputs, the more robust the outputs become. Today, it can be used to make personal workflows more efficient by providing guidelines or the building blocks that let the work leapfrog over a lot of the “starting from scratch” or set-up phase. It can serve as a catalyst that allows a lot of roles to move from creator to editor and usher you into the thick of a project or task.

There are limitations, of course. One current issue is that you can only input so much information, which naturally limits output. This makes it good for some tasks but not great for large scale work. Another issue is that GPT is not constantly learning, as the model type relies on pre-training. Bluntly, there’s no risk of it taking anyone’s job just yet.

Related, I’d be remiss to not mention that data ethics will be a major conversation: GPT suffers from machine learning bias—a topic that will continue to grow in seriousness. Since this is a pre-trained model that has used internet text to learn, it is going to hold all of the biases common with how people write and behave online—especially when they believe they are anonymous. This language model could easily be deployed with nefarious intent. There are also concerns in marketing and education around the fact that ChatGPT-created content is not detectable and the implications this could have on plagiarism and duplicative content.

On the flip-side, imagine a world where a GPT-type object is running in the background of the technology you are using today. Rather than calling on different services—Siri, Google search, Alexa—you can simply act as if speaking to a true advisor or assistant. GPT can create your weekly schedule based on what you need to accomplish and meetings, and while connected to your smart home it can get your morning coffee running, then pass to Siri to read your missed text messages, run a shortcut to kick open Spotify to listen to a workout playlist, and so on. It might take another few years before we see GPT used in a scaled way, as underlying technology needs to make a few more steps. Given Miscrosoft’s heavy investment in OpenAI, it is expected that they will be one of the first to start integrating these tools into things like Office, Windows and Bing.

While GPT was first released in 2018, it is its latest iteration that has seized the spotlight. A lot of technical versioning follows a typical logarithmic change, but GPT has experienced exponential change between versions. Early versions of GPT required working knowledge of Python, Git repositories, and data science to be able to use it. But, OpenAI’s release that deploys GPT as a chat bot has provided a user experience that has made its use far more approachable and accessible to a wide range of people who only need a little imagination paired with curiosity.

As clichéd as it is to say “the sky’s the limit,” the debut of ChatGPT definitely inspires the sentiment. Its easy accessibility, alongside its ability to produce truly smart output across such a broad range of disciplines, means that its applications – despite the limitations described above – are expansive indeed. As we consider all the potential that this tool has to enhance our personal and professional lives, it seems like the era of genuinely compatible human and AI thought has finally arrived. I welcome it.

Related

Articles

Post Thumbnail
Post Thumbnail
Post Thumbnail

Newsletter

Sign Up

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
Stagwell
pr@stagwellglobal.com 

Celebrates GALE as part of AOY Shortlist

Stagwell – just 1% of the market – is 20% of the AOY list

Observatory Included on the Small AOY Shortlist

NEW YORK – Dec. 12, 2022 – Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, celebrates its strategic and creative agency Anomaly which has been named U.S. Agency of the Year by Adweek, the American trade publication covering the advertising, marketing, and media industries.

Adweek editors applauded Anomaly’s ‘monster’ year of new business wins, which included 16 accounts ranging from Dunkin’, Vans, and the ‘pitch of the year’: Bud Light U.S. Additionally, Adweek said “the agency’s Super Bowl spot for Meta Quest tugged on our heartstrings.”

Business agency GALE – which continued its trajectory of triple-digit growth in 2022 – was also shortlisted by Adweek as U.S. Agency of the Year, one of only 10 agencies recognized. GALE’s notable 2022 new business wins include H&R Block and Dropbox, and it was earlier named to Adweek’s list of Fastest Growing Agencies for 2022.  

“Our challenger network – just 1% of the market – boasts 20% of Adweek’s prestigious list. We’re proud to celebrate Anomaly as Adweek’s 2022 Agency of the Year. Led by Carl Johnson, Karina Wilsher and great office leaders in New York and Los Angeles, Anomaly lodged a remarkable year of new business growth and creative innovation. I am also excited to see GALE shortlisted for Agency of the Year and proud of Brad Simms and the fast-growing team there,” said Mark Penn, chairman and CEO, Stagwell. “I also want to congratulate Brendan Shields-Shimizu and the Observatory team on their recognition on the Small Agency of the Year short list for continuing to innovate for clients in a variety of formats.”

“If you define and fully commit to what you believe; identify what must remain and must change, what you’re prepared to do, and more importantly not do, then you can make significant progress in a turbulent, unpredictable world. We do and we did,” noted Anomaly co-founder Carl Johnson.

Observatory, based in Los Angeles, was also included on the shortlist in the U.S. Small Agency of the Year category, recognized for selling a variety of work including an action figure of Martha Stewart, two docuseries, a podcast, a film, and a concert. It also received nods for developing 15 sports films for clients as well as creating a sequel to an iconic Chipotle ad.

About Stagwell

Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing.  Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com.

Related

Articles

Post Thumbnail
Post Thumbnail
Post Thumbnail

Newsletter

Sign Up

Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
Stagwell
pr@stagwellglobal.com 

Los Angeles Rams and ARound Introduce the Next Generation of Stadium Augmented Reality, Sponsored by SoFi

ARound Expands Stadium-Wide AR With Addition of In-Venue Broadcast Integration on SoFi Stadium’s Infinity Screen, In-Home Fan Experience; SoFi Signs on as First ARound Brand Sponsor

LOS ANGELES and NEW YORK – Dec. 5, 2022 – The Los Angeles Rams are introducing a new fan-focused technology experience at the stadium and at home. Debuting at yesterday’s game, fans at SoFi Stadium were the first to experience shared augmented reality (AR) in an NFL game with the launch of ARound, a next-generation fan engagement platform designed to enhance gameday fun with live, real-world AR experiences, sponsored by SoFi, digital personal finance company and SoFi Stadium naming rights partner. First launched in August with the Minnesota Twins, ARound expanded its platform to include in-venue broadcast integration as well as an at-home AR experience.

ARound, part of the Stagwell Marketing Cloud, uses 3D spatial computing to localize content to individual users throughout the venue, enabling SoFi Stadium’s 70,000 attendees to see the same real-time 3D effects and participate in the same shared experiences. Using the ARound Stadium app, fans point their smartphone at the field to open up a universe of AR effects, interacting with the physical venue and fellow fans in real time. ARound and the Rams have taken shared AR several steps further through new fan experiences custom to the Rams and to the NFL:   

  • Infinity Screen AR: Fans can view effects like “Rampede” and “Make Noise” come to life on the Rams’ state-of-the-art 70,000-sq. foot videoboard, The Infinity Screen, with AR experiences incorporated into the gameday production in real time, such as when a touchdown is scored or when the team takes the field.
  • Players in 3D: Key player callouts including Aaron Donald, Bobby Wagner, Cooper Kupp, Jalen Ramsey, Matt Gay, and Matthew Stafford are featured through special effects, making their personalities larger than life.
  • The Best Seat in the House, At-Home AR Experience: Fans can join the gameday festivities and contests through a life-size virtual stadium experience from their homes, mirroring what’s happening during the game at SoFi Stadium. 
  • SoFi: Official ARound Sponsor: Opening the door to this new, connected marketing medium, digital personal finance company and SoFi Stadium naming rights partner SoFi has signed on as ARound’s first platform partner with stadium-wide AR games, contests, effects, and a remote experience amplifying the energy and excitement of Rams gamedays and the SoFi brand. 

“We are thrilled to team with ARound and SoFi to incorporate AR into gamedays at the Rams House in unprecedented ways,” said Marissa Daly, VP & GM, Los Angeles Rams Studios. “This experience is a continuation of the game-changing ways we’ve partnered with SoFi at SoFi Stadium and across Los Angeles to elevate the fan experience on gamedays and beyond.”

“Fans come to the stadium to feel closer to the game, to the players, and to other fans. We developed ARound to enhance those feelings through highly immersive and interactive AR experiences that complement the action on the field,” said Josh Beatty, founder and CEO, ARound. “And with products like Apple and Google AR Glasses already in development we’re excited to open up the living room to blended TV experiences we know are the future of broadcast entertainment.”

“At SoFi, we pride ourselves on being at the forefront of innovation to create seamless experiences for our members, all while fulfilling our mission of helping our members achieve financial independence,” said Lauren Stafford Webb, CMO, SoFi. “We are proud to sponsor ARound’s first-of-its-kind technology for Los Angeles Rams fans at the iconic SoFi Stadium to make their experience even more spectacular.”

Journalists interested in covering the Rams launch can access the press kit here.

 About ARound

ARound is a first-of-its-kind stadium-level shared augmented reality platform and is part of the Stagwell Marketing Cloud, a proprietary suite of SaaS and DaaS solutions build for the modern marketer. ARound keeps audiences engaged by capturing their attention through immersive, interactive and shared experiences with fellow fans across the venue. Where other AR products offer isolating, singular experiences, ARound’s massive multi-user AR – which uses 3D spatial computing to localize content – redefines what it means to be part of a connected fan experience. It was the winner of Stagwell’s annual innovation competition which invests in new product ideas proposed by the network’s 13,000+ employees. ARound and the Stagwell Marketing Cloud are a part of Stagwell (NASDAQ: STGW), the challenger network build to transform marketing.

 About Los Angeles Rams

The Los Angeles Rams – Los Angeles’ original professional sports team and Super Bowl LVI Champions – stand as one of the oldest franchises in the National Football League and since its founding in 1937, have garnered four World Championships and sent 30 of its members to the Pro Football Hall of Fame. As a professional sports team, the organization is committed to be a valuable civic partner and serving the greater Los Angeles area 365 days a year. The Rams play their home games at SoFi Stadium, which is located at Hollywood Park, a 298-acre sports and entertainment destination being developed by Los Angeles Rams Owner/Chairman E. Stanley Kroenke in Inglewood, CA.

About SoFi

SoFi helps people achieve financial independence to realize their ambitions. Our products for borrowing, saving, spending, investing and protecting give our over four million members fast access to tools to get their money right. SoFi membership comes with the key essentials for getting ahead, including career advisors and connection to a thriving community of ambitious people. SoFi is also the naming rights partner of SoFi Stadium, home of the Los Angeles Chargers and the Los Angeles Rams. For more information, visit SoFi.com or download our iOS and Android apps.

Related

Articles

Post Thumbnail
Post Thumbnail
Post Thumbnail

Newsletter

Sign Up

By

By: Adrienne Adair, SVP, Creative, 
MMI Agency

Originally Released in 
MediaPost

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

Creating content at a pace that continues to grow in response to consumers’ appetites can feel daunting. That each creative asset further needs to grab the audience’s attention in the first three seconds, and bears the responsibility of resonating with that consumer and garnering a like, click or sale, only adds to the challenge. 

Continually optimizing performance is the key to a successful and diverse content strategy, and that requires a carefully orchestrated flights of assets to launch, test and learn to immediately develop the next round. The cadence of those assets must be constant and unwavering: assets that vary by message and by imagery. Static assets. Animated assets. Influencer’s assets. Now, multiply those assets by the number of unique audiences.

Given these challenges, how do we preserve the ability to curate original work without blowing the budget in the time it takes to produce it? AI can put invaluable time back in the hands of creatives by using features that allow designers to crowd-share a project in real time to finish a layout in far less time than had been possible.

Web and mobile apps are available to create content quickly through customizable templates and access to thousands of fonts. They can even intuitively reflow your layout from one size to multiple formats with a single click and allow you to publish the content to your social channels directly from the app. AI can be used to analyze and extrapolate an image from simple to complex backgrounds more quickly than with the original image selection tools, enabling designers to composite multiple images in one layout at breakneck speed.

There are also innovations still in development that promise to speed up the work of designers such as AI’s predictive technology that can uncrop portraits, not only showing a cropped subject in full frame, but also giving designers the ability to change the wardrobe or the surrounding background — all with a few clicks. 

Want to create a motion video from a static photo? AI can analyze the motion from a selected source video and apply it to a static photo, allowing designers to make stationary subjects dance. Another such innovation on the horizonwill allow easy creation of packaging mocks that apply 2D design elements to 3D packaging composites, reducing an hours-long exercise to just minutes with a single click.

Why should brands be interested in how AI has enhanced these tools of the trade? Because time = money. If the shortest distance between two points is a straight line, the path from imagination to realization on behalf of your brand is more direct than ever.

With these tools, tasks that once took four hours might take as little as 40 minutes. From pandemic repercussions to supply chain limitations to inflation, brands are challenged to make the same level of impact in the market with more conservative budgets. The time saved in production allows more time for creativity and more time to produce a greater number of the most impactful assets to amplify your brand’s presence and maximize performance.

 

Related

Articles

Post Thumbnail
Post Thumbnail
Post Thumbnail

Newsletter

Sign Up

CONTACT

hello@stagwellglobal.com

SIGN UP FOR OUR INSIGHTS BLASTS

Missed Advertising Week New York this week? We distill the biggest brand takeaways on brand fandom, political advertising, and media channel transformations below. Follow Stagwell on LinkedIn to keep up with the insights.

Rise of Brand Fandom – Move over, sports teams and celebrities. 

Fifty-seven percent of consumers consider themselves a fan of a brand or product – higher than sports (48%), movies (52%), celebrities (54%), or online influencers/personalities (37%). 

The brands that take a holistic stake in consumers’ lives will drive loyalty, affinity, and advocacy–and not just in the moment. Fandom is not a fad or a flash in the pan; 2 in 5 brand fans have been fans for over 10 years. Focus on helping consumers develop their personalities through your brand by delivering marketing, events and experiences, and content that gives them a platform to express that personality.  

“Fandom is critical in the luxury space. Luxury is no longer defined as the most expensive thing –it’s defined by insider knowledge. We’re seeing a dispersion of brands being considered ‘wealth’ and ‘luxury,’ and price point alone won’t keep you in that luxury equity space. It’s important to have fan bases that really think of your brand as luxury.” – Neda Whitney, SVP, Head of Marketing, Americas, Christie’s

Political is the Biggest Media Story of 2022 – Get ready for hotter cyclical media environments as political advertisers diversify digital media channels to engage more voters.

Brands will feel the effect of political messaging as political advertisers spend a record $3 billion in the last three weeks of the election alone.

Many ads will tell Americans they’re poorer than ever because of inflation, for example – how will brands push back and get consumers to continue spending? Brands can no longer afford to be apolitical but risk looking too performative if they don’t back up their positions with actions. Lyft decided to foreground its identity as a transportation company when deciding to act, and as a result, it has provided ride services for voting, vaccines, and reproductive rights.

“We saw in 2016 that so many people chose not to vote because they didn’t have access to transportation. So we asked ourselves: how can we make an impact there? We created a voter access program and saw its immediate impact in 2020. It’s about looking at the issues consumers care about and our services. It’s our job to listen – to talk to elected officials and let them know we can come in as a partner to solve some of the issues our consumers care about.” – Heather Foster, Head of Government Affairs, Lyft

Digital Channels and Political Advocacy – Are political advertisers about to have the digital marketing efficacy reckoning?

This cycle will be the first many realize media buys are not driving impact because of mistargeting. Many voters in battleground districts no longer have traditional television – but there’s a disconnect between ad spending and consumption, with most dollars still going to broadcast. Brands need to get more comfortable shifting the media mix and taking risks with bourgeoning digital channels.

“The idea that there’s the TV generation and then there’s the kids – it’s an antiquated view. The fact is cord cutting is mainstream – now the majority of the population – and the idea that we can say we have a TV strategy and a different digital strategy is fraught with disaster. As we iterate, brands need to think about messaging across the full funnel, and know that TV and streaming work really well together because it allows us to do that. The future will be integrated streaming and linear in a really incremental fashion.” – Ashwin Navin, CEO SambaTV

Resurgence of OOH – OOH is resurging because OOH is modern.

When you start treating it like programmatic or digital it becomes a valuable tool in the funnel. Driving consumer engagement and social amplification through use of the OOH medium. (The Harris Poll found TikTok and other social media platforms are a major source of OOH ad visibility: 82% of TikTok users report frequently noticing OOH ads in content in their feeds, with nearly identical impact reported by Facebook and Instagram users.) And don’t sleep on the innovation underway here: location-based insights, shared AR capabilities, and more are all letting advertisers do more at scale. Embrace the underlying technology capabilities of Out of Home as a resilient pillar of your media plan for 2023.

”Out of home isn’t changing – the strategy is. Media is the new experiential and Out of Home is where people are. The technology that sits behind Out of Home is driving a different strategy lens, a different creative lens, and a different content lens.” – Brad Simms, CEO, GALE Partners.

Related

Articles

Post Thumbnail
Post Thumbnail
Post Thumbnail

Newsletter

Sign Up