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Sarah Arvizo
pr@stagwellglobal.com



Stagwell Chairman and CEO Mark Penn + MNTN President and CEO Mark Douglas to Hold 1:1 Briefings at CES 2024

NEW YORK and AUSTIN, Texas, Jan. 10, 2024 /PRNewswire/ — Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, is partnering with connected TV (CTV) advertising leader MNTN to broaden the market of performance advertising for brands. With the partnership, brands will now have access to a comprehensive set of buying solutions that combine the best of MNTN’s Performance TV platform with Stagwell Marketing Cloud products, providing added streaming, performance PR and performance influencer capabilities in a one-stop shop.

Stagwell and MNTN’s strategic partnership allows for a more unified approach to brand and performance media, offering brands access to advanced technologies and a comprehensive suite of tools enabling brand campaigns on television to now seamlessly coexist with other digital channels. 

“For too long, brand and performance media have battled to co-exist in an industry that worships creative ideas and measurable metrics separately,” said MNTN President and CEO Mark Douglas. “Now Stagwell’s performance-focused clients can see their brand campaigns at work through MNTN Performance TV and not only qualify but quantify results of traditionally less measurable media.” 

“Stagwell believes all media is performance media, and our partnership with MNTN is our next step in creating an integrated ecosystem of technology and media solutions that enable speed to market, improved outcomes, and ultimately, scaled brand performance for clients,” said Stagwell Chairman and CEO Mark Penn. “In combination with SMC tools, including social, streaming, and PR capabilities, brands can now attach metrics to their big marketing ideas in a granular way.”

Meeting Client Demands

The partnership between Stagwell and MNTN Performance TV addresses the growing importance of performance advertising for modern brands, offering a comprehensive suite of buying solutions that feature cutting-edge targeting, measurement, and automated optimization technology. The collaboration introduces an innovative approach to television advertising, offering brands metrics that matter together – reach and revenue.

Expanded Toolset

MNTN clients will now benefit from an enhanced suite of tools, incorporating products from the Stagwell Marketing Cloud. This includes: 

  • PRophet, a generative and predictive AI platform for PR professionals
  • Koalifyed, an influencer discovery and campaign management platform
  • ReachTV, the largest streaming television network targeting travelers in airports

Together, Stagwell and MNTN aim to meet the evolving needs of modern brands in a performance-driven landscape. Stay tuned for insights from Stagwell’s Mark Penn and MNTN’s Mark Douglas at CES next week, where they will discuss the power of this collaboration. Brands and/or journalists interested in connecting on the ground should contact ces2024@stagwellglobal.com for more information.

About MNTN

MNTN is the Hardest Working Software in TV, bringing unrivaled performance and simplicity to Connected TV advertising. Our self-serve technology makes running TV ads as easy as search and social and helps brands drive measurable conversions, revenue, site visits, and more. MNTN is one of Fast Company’s Most Innovative Companies of 2023 and was recently named one of the Next Big Things in Tech for its upcoming VIVA creative suite. For more information, please visit https://mountain.com/.

About Stagwell

Stagwell (NASDAQ: STGW) is the challenger network 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.

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CONTACT:

Jess Santini jess.santini@assemblyglobal.com



The Stagwell (STGW) agency partnered with Talon to activate a first-of-its-kind connected commerce solution designed for all brick-and-mortar retailers

NEW YORK, Jan. 9, 2024 /PRNewswire/ — Today, global media agency Assembly announced the latest in retail media innovation – a first-of-its-kind planning tool called ShopConnect that marries programmatic buying with digital out-of-home (DOOH) to create more effective and meaningful real-time experiences for consumers.

The tool was designed in partnership with Talon, an independent OOH media agency, and Place Exchange, a programmatic SSP, to connect Assembly’s media activation capability to DOOH inventory located inside, outside, and in proximity to retailers across the United States. Assembly is committed to delivering omnichannel, full-funnel connected experiences to help clients’ brands perform, and ShopConnect is an embodiment of that.

ShopConnect redefines how advertisers strategize and execute their DOOH campaigns, targeting audiences at multiple touchpoints as they engage with brands on the path to purchase. ShopConnect ingests users’ behavioral data in real-time, optimizing delivery to ensure the right ads are served at the right time to consumers most likely to engage or convert. Whether consumers are commuting to work, shopping for a special occasion, or simply treating themselves to one of life’s simple pleasures – ShopConnect reaches consumers as they normally interact with the world and brands around them, natively integrated into their day-to-day routines.

“As advertisers seek smarter and more efficient ways to reach their target audiences, ShopConnect is the game-changer they’ve been waiting for and a significant leap forward in brand performance advertising,” said Andrea Montano, Executive Vice President of Insights & Connections at Assembly. “At Assembly, we find the change that fuels growth, and with ShopConnect, we’re pushing the boundaries of what’s possible and giving brands the power to harness the full potential of a data and tech-powered insights tool that makes retail campaigns more targeted, efficient, and measurable. Every impression should drive an outcome and ShopConnect pushes us further toward that goal.”

ShopConnect provides media buyers with direct access to strategic retail media – enabling them to identify, evaluate, activate, and report on DOOH inventory within specific retailer and venue types and drive lifts in consideration, brick-and-mortar visits, and sales. By automating the buying process and targeting specific audiences, ShopConnect reduces the wastage of ad budgets, resulting in higher ROAS (return on ad spend).

“Marketers are increasingly prioritizing omnichannel strategies, and the digitization of OOH has become a powerful element in cross-platform consumer engagement throughout the customer journey,” said Jim Wilson, CEO of Talon U.S. “Our collaboration with Assembly represents a pivotal moment at the crossroads of OOH and retail media. We are equipping brands and agencies with cutting-edge tools and insights to unlock the full potential of OOH in reaching and engaging consumers throughout their purchase journey and driving full-funnel outcomes.” 

For more information related to the ShopConnect retail planning tool, contact Andrea Montano, andrea.montano@assemblyglobal.com. For retail activation, contact Jack Politis, jack.politis@assemblyglobal.com.

ABOUT ASSEMBLY
Assembly is the modern global omnichannel media agency, bringing data, talent, and technology together to find the change that fuels growth for the best brands on the planet. Our approach connects big, bold brand stories with integrated, global media capabilities that deliver performance and drive large-scale business growth. Our work is powered by our proprietary, in-house technology solution, STAGE, and led by our global talent base of over 1,600 people around the world. We’re purpose-driven at our core and pioneers in social and environmental impact in the agency world. Assembly is a proud member of Stagwell, the challenger network built to transform marketing. For more information, visit assemblyglobal.com

ABOUT TALON
Talon is a pioneering global independent Out of Home (OOH) media agency focused on delivering effective, creative, data-driven integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open and transparent working relationships between many of the world’s leading agencies, clients, and media partners. Headquartered in London with offices in Dubai, Dublin, Frankfurt, Manchester, New York, Toronto and Singapore, Talon delivers expertise at the global, national, regional, and local levels. Additionally, the agency has built a global OOH planning and buying network – Talon International – covering 100 markets across the U.S., Europe, Asia, and Latin America. For more information, please visit www.talonooh.com and follow us on Twitter and LinkedIn

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What drew more than 5,000 people to SPORT BEACH at Cannes LIONS? Some of the top marketing and business minds on the planet. And, of course, the athletes. They played flag football on the sand, connected with brands over cocktails, and, most importantly, spoke their minds. From NBPA President CJ McCollum on player empowerment to Sue Bird on life after the WNBA, the main stage at SPORT BEACH was a place where major sports figures felt free to talk about more than wins and losses.

 They explored their roles as brands, entrepreneurs, investors, role models, and so much more. Below, check out interviews with film icon and Knicks superfan Spike Lee, and sports legends Maria Sharapova, Carmelo Anthony, and Alan Shearer. You can find all of Stagwell’s Cannes LIONS 2023 coverage on YouTube, LinkedIn, and Instagram.  

– Beth Sidhu, Chief Brand and Communications Officer

How Spike Lee Helped Make Air Jordan One of the Coolest Sneaker Brands on Earth

The one and only Spike Lee talked about his relationship with Nike and Michael Jordan, what Denzel Washington taught him about creativity, and his biggest regret as an investor. (Hint: It involves Crocs.) Watch the clip.

Maria Sharapova on Her ‘Crazy Journey’ to Tennis and Business Success

Tennis legend Maria Sharapova spoke about what she’s learned from investing in Moncler, her relationship with fans, and her advice to athletes: “equity is ownership.” Watch the clip

Carmelo Anthony Will Never Play Pickleball (But He Would Invest)

Future Hall of Famer Carmelo Anthony broke down how he chooses business opportunities, the importance of travel, and how went from a wine novice to launching his own wine brand. Watch the clip

Alan Shearer on How Lionel Messi Could Transform Major League Soccer

Soccer star Alan Shearer talked about how money has changed the Premier League, his experience at the World Cup in Qatar, and how social media has changed being an athlete. Watch the clip

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Bonjour! We were at Cannes LIONS, hitting the Palais, fringe stages, and SPORT BEACH to bring you fresh insights every day of the festival. Today in 3 Quick Things: Brands and agencies at Cannes LIONS get creative trying to make the world a better place. (Miss anything at Cannes? Catch up on LinkedIn, YouTube, and Instagram.)

  1. IT CAN BE PROFITABLE BEING GREEN Is carbon-free advertising a possibility? Felipe Thomaz, deputy director of the Oxford Future of Marketing Initiative, thinks so. At his Ad Net Zero panel in the Palais, he claimed as clients start factoring in carbon as an operating cost, agencies will follow. “Once I win your business away from you by being greener … you will be under tremendous pressure to match me.” SUSTAINABLE BUSINESS: GALE becomes largest agency to cut ties with fossil fuels
  2. WOMEN DESERVE BETTER Companies can’t “just pink it and shrink it,” said Wilson Brand’s Amanda Lamb at SPORT BEACH. In the same panel, Olympic champion Allyson Felix said she started her shoe company, Saysh, because other women’s sneakers were built on molds of men’s feet. The message: Brands can’t just pander to women, they have to meet their specific needs in products and marketing. Hopefully, more women in top marketing positions will help. At The Female Quotient’s Equality Lounge, Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, shared a stat: Women now make up a majority of CMOs for companies in AdAge’s list of top 100 advertisers. WATCH: Building for the Female Athlete
  3. MORE AI, MORE PROBLEMS? Forget the robot apocalypse. Will AI lead to rampant copyright abuse? Lost jobs? Boring content? Those were the big questions on the Croisette. Two big takeaways from Cannes LIONS: 1) AI tools that create video and images will need to be trained on copyright-free material to be useful for (responsible) agencies. 2)
    Relying solely on generative AI for creative tasks is a bad idea. As Google’s Robert Wong said at the Palais, “You always need someone with taste to choose the best line. AI does not have taste.” DIVE DEEPER: Embracing Generative AI: A Responsible Approach

Beyond the Stage

Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS. 

On the sand at SPORT BEACH, Anton Vincent, President, Mars Wrigley, North America, talked to the NFL’s Mack Hollins and Damaune Journey, Global Chief Growth Officer, 72andSunny, about treating business like sports, sustainable growth, and the importance of the Black Executive CMO Alliance (BECA).

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Bonjour! We were at Cannes LIONS, hitting the Palais and fringe stages, working hard to bring you fresh insights every day of the festival. On the first day of Cannes, Maria Sharapova, Alan Shearer, and other sports and business legends spoke at Stagwell’s Sport Beach. Catch up on the action on LinkedIn, YouTube, and Instagram.

Let’s talk creativity at Cannes LIONS, from how creativity was rewarded to how tech can help creatives do their jobs. 

  1. WHAT MATTERS TO JURIES NOW Hot topic on day one: How would purpose be rewarded? This year, award juries could weigh the emotional impact of ads with their financial impact, thanks to new submission rules. Some creatives told Adweek they were hoping for “more scrutiny” on whether “purpose-based work actually drove real results for brands.” Creativity + results could be the new formula for success. DIVE DEEPER: Political Season Is in Full Swing. Brands Beware. 
  2. BARBIE HAS A STORY TO TELL Like Margot Robbie and Ryan Gosling in spandex, creative branded entertainment is hot. Richard Dickson, president and COO of Mattel, spoke at the Palais about reinvigorating the Barbie brand ahead of the buzzy movie release in July. In an interview with WWD, he stressed “we are storytellers” who “create narratives out of our brands” and want to be “where our consumer is.” DON’T BE BORING: What an ‘MBA in Entertainment’ Can Teach Us About Brand Content
  3. EVERYONE IS OBSESSED WITH AI. SERIOUSLY. If ChatGPT was a real person, they’d be shmoozing at the Hotel Du-Cap, Sport Beach, and every other Cannes hot spot. What we’re obsessed with? The ocean-inspired work artists created with the help of generative AI at Microsoft Beach, done in partnership with Instrument. THE POWER OF AI: How A.I. Could Help You Craft the Perfect Media Pitch

On the Main Stage

Stagwell talked to C-suite marketers, sports luminaries, and other innovators at SPORT BEACH and the Palais. You’ll find fresh, insightful videos on our YouTube page from every day of Cannes LIONS. 

Carmelo Anthony spoke at SPORT BEACH about how he approaches business opportunities, his love of wine, and the current state of the NBA.

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As the marketing landscape continues to evolve, Stagwell is proud to lead the charge as the only digital-first marketing services network. Today, we’re excited to announce that 9 of our network agencies have been recognized by the prestigious Webby Awards for their outstanding work in pushing the boundaries of the internet. They include Anomaly, ARound, 72andSunny, Code and Theory, GALE, HUNTER, Instrument, Observatory, and YML.  

With a total of 13 Webby Award nominations and 14 honors received to date this year, Stagwell’s agencies are shining bright on the shortlist. It’s a testament to the innovative and creative minds within our network who are driving forward the future of digital marketing. Join us in celebrating this remarkable achievement and cast your vote for Webby’s People Choice Award by Thursday, April 20th.  

72andSunny

  • Call of Duty Modern Warfare “Squad Up” – Nominee – Video > General Video > Trailer – VOTE HERE 
  • NFL “We See You” – Honoree – Advertising, Marketing & PR > Advertising Campaign > Corporate Social Responsibility Campaign – VIEW THE WORK 
  • HubSpot “Success Stories” – Honoree – Advertising, Marketing & PR > Craft > Best Copywriting – VIEW THE WORK 
  • Bumble “Fall in Love with Dating” –  Honoree – Advertising, Marketing & PR > Individual > Video Ad Shortform > VIEW THE WORK  
  • Google “Helping You Help Them” – Honoree – Advertising, Media & PR – Advertising Campaigns – Best Partnership or Collaboration – VIEW THE WORK  

Anomaly

  • Make Time for the Life Artois – Nominee – Advertising, Media & PR > Craft > Best Video Editing – VOTE HERE

ARound

  • ARound Stadium – Honoree – Apps, dApps and Software > App Features > Best Use of Augmented Reality – VIEW THE WORK

Code and Theory

  • Skidmore, Owings & Merrill – Nominee – Websites and Mobile Sites > General Websites and Mobile Sites > Architecture, Art & Design – VOTE HERE
  • Code and Theory Inclusive Design & Marketing – Honoree  – Video > Branded Entertainment > Diversity, Equity & Inclusion – VIEW THE WORK
  • Windows (Consumer) – Honoree –  Websites and Mobile Sites > General Websites and Mobile Sites > Web Services & Applications – VIEW THE WORK
  • Fatherly – Honoree – Websites and Mobiles Sites > General Websites and Mobile Sites > Travel & Lifestyle – VIEW THE WORK
  • Amazon Ads – Honoree – Advertising, Media & PR > Branded Content > Products & Services – VIEW THE WORK

    GALE

    • 26.2 You’re Gonna Need Milk For That with MilkPEP – Nominee – Advertising, Media & PR > PR Campaigns > Best Event Activation > VOTE HERE  

    HUNTER

    • Johnnie Walker and Lilly Singh Join Forces for Gender Parity in Leadership – Nominee –  Video > Branded Entertainment > Corporate Social Responsibility – VOTE HERE

    Instrument

    • Eames Institute – Nominee – Website and Mobile Sites > General Websites and Mobile Sites > Architecture, Art & Design > VOTE HERE
    • Blackspace – Nominee – Websites and Mobile Sites > General Websites and Mobile Sites > Activism – VOTE HERE

    Observatory

    • “Live From The Upside Down” Netflix Stranger’s Things and Doritos from Observatory & Slap Global – Nominee – Advertising,  Media & PR > Branded Content > Media & Entertainment – VOTE HERE 
    • “Live From The Upside Down” Netflix Stranger’s Things and Doritos from Observatory & Slap Global – Nominee – Video > Branded Entertainment > Media & Entertaniment – VOTE HERE
    • “Live From The Upside Down” Netflix Stranger’s Things and Doritos from Observatory & Slap Global – Nominee – Metaverse, Immersive & Virtual > General Virtual Experiences > Entertainment, Sports & Music – VOTE HERE 

    YML

    • YETI Year in Preview: Plan your wildest year yet – Nominee – Websites and Mobile Sites > General Websites and Mobile Sites > Events – VOTE HERE 
    • Albertsons: Simplifying Grovery Shopping for Millions – Nominee – Apps, dApps and Software > General Apps > Shopping & Retail – VOTE HERE 
    • Chopt: Building an End-to-End Experience for a Challenger Brand – Nominee – Apps, dApps and Software > General Apps > Food & Drink –  VOTE HERE 
    • FIREWATCH: Using NFTs to Fight California Wildfires – Honoree -Websites and Mobile Sites – Responsible Innovation – VIEW THE WORK  
    • Albertsons: Simplifying Grocery Shopping for Millions in the Websites and Mobile Sites – Honoree – Best Mobile Visual Design – Function – VIEW THE WORK 
    • Champion: Evolving an Iconic Brand For a New Generation – Honoree – Websites and Mobile Sites > Shopping & Retail –  VIEW THE WORK 
    • Chopt: Building an End-to-End Experience for a Challenger Brand – Honoree – Apps, dApps and Software > Technical Achievement – VIEW THE WORK 
    • FIREWATCH: Using NFTs to Fight California Wildfires – Honoree – Websites and Mobile Sites > Sustainable Technology: VIEW THE WORK 

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        By: Brandon Dixon, Director, Communications 

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        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? 

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        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.

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        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.

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        Originally Released On

        PR Newswire

        CONTACT:

        Sarah Arvizo
        Stagwell
        pr@stagwellglobal.com 

         Specialty Media Business Unit from the Stagwell Marketing Cloud is Incubating New Connected Marketing Mediums and Inventory for Brands

        NEW YORK and LAS VEGAS – Jan. 4, 2023 – Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, today announced a Specialty Media business unit to create net new brand and performance inventory. The unitpart of the Stagwell Marketing Couldwill build media formats that offer brands novel ways to reach, engage, and monetize key consumer segments across sports, travel, retail, news and dining.  

        “Stagwell is bringing new experiences to consumers whether they are at the stadium, in a restaurant or getting on an airplane. Along with these experiences come a wealth of creative marketing opportunities,” said Mark Penn, chairman and CEO, Stagwell. “Stagwell is at the forefront of these transformative technical innovations and new forms of richly targeted marketing.”  

        Shared Augmented Reality (AR) Platform for Stadiums: ARound, a first-of-its-kind fan engagement platform, is a new stadium-level augmented reality platform, already in use by the Minnesota Twins MLB team at Target Field and the Los Angeles Rams at SoFi Stadium. ARound uses 3D spatial computing to map large-scale venues and localize content to individual users, enabling attendees to see the same real-time 3D effects and participate in the same shared experiences. This is a new, connected marketing medium, enabling brands to reach fans at scale with stadium-wide AR games, contests, effects, and a remote experience amplifying the energy and excitement of gamedays. 

        QR Code-Powered Advertising Platform for Restaurants and Bars: Stagwell Marketing Cloud is developing an advanced digital out-of-home platform that directly integrates into digital menu and point-of-sale systems to serve contextual ads native to the customer’s experience. The platform provides brands with rich customer profiles and a new channel to place relevant, dynamic messages that complement the user’s current experience; for example, a promotional offer for a specialty cocktail designed to warm consumers during winter, a recommended wine to pair with the dinner meal, or an aperitif to complement dessert, generating rich first-party data in the process. 

        Media Marketplace for Travel: Stagwell’s Ink, the world’s leading travel media company, has launched “The Travel Marketplace,” a one-stop shop for brands to get unparalleled access to 5 million passengers a day. The new platform offers access to an unmatched portfolio of channels including airport TV screens, WiFi sponsorship, multi-channel digital and physical platforms, inflight entertainment, branded travel documents, targeted social media, and more. With exposure to international and domestic brands including United Airlines, Virgin Atlantic, JetBlue and others, 2,500+ screens across 90 North American airports via Stagwell’s ReachTV, and exclusive first-party passenger data to drive smart targeting, brands can now easily engage across diversified performance mediums that reach travelers at every stage of their journey. 

        Today’s commitment is part of a larger focus at Stagwell on transforming media solutions through impactful technology to be announced throughout CES. Further announcements will come from business agency GALE and global omnichannel media shop Assembly. 

        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.  

        Media Contact 
        Sarah Arvizo 
        pr@stagwellglobal.com 

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