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By: Aaron Kwittken, Co-Founder and CEO, PRophet

Originally Published in The Drum

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When I launched PRophet in late 2020 I left behind both the ’comforts’ of agency life and the agency I founded. Fast-forward to 2023 and the road less traveled is now a digital super-highway destined to transform the PR industry as we know it, primarily using AI-driven technologies and techniques designed to make modern communicators more productive.

There’s been a lot of press lately about OpenAI’s ChatGPT. While mostly positive and exciting, some critics and naysayers claim the tool’s capabilities are overstated, while others worry that it could be the death knell of creativity by catalyzing complacency and plagiarism.

Some are comparing the rapid rise of ChatGPT to the introduction of the iPhone in 2007. One thing is certain, AI is arguably the most consequential innovation in modern history and is undeniably having a deeply profound impact on industries and facets of day-to-day life. For example, you can hire AI interns Aiden and Aiko; chat with any number of historical figures and celebrities that are living, dead, real or imagined through Character.AI; or hire a DJ through PlaylistAI. On a more serious note: thanks to researchers from MassGeneral, AI can accurately predict lung cancer risk in smokers and non-smokers up to six years into the future.

Microsoft, a major investor in OpenAI, has begun exploring ways to incorporate ChatGPT into its products, leading Google’s management to issue a “code red” and shift focus to developing AI products while laying off thousands of employees. In other words, shit is getting real.

So what does all of this mean for marketers, notably PR professionals and content creators? AI pierced the veil of doubt once upheld by a cabal of Luddites that dominated our industry. PR people who solely rely on or continue to tout their media relationships as their superpower will have the decision to make: become a fossil or become a communications engineer.

A communications engineer sits at the intersection of art and science. They create and manage narratives and drive audience engagement using data and insights to backstop their gut instinct. They build agile teams and fly-wheel tech stacks that deliver specific DIY solutions with minimal human involvement. They use software to find signals in the noise, sussing out and mitigating missiles of misinformation before they can cause harm. They are able to identify journalists’ interests before they make a pitch. And they use technology to generate first drafts of content like press releases, blogs, sticky headlines, crisis statements, bios and social posts.

They will not succumb to the once-dominant, winner-take-all industry tech heavyweights (you all know who I am referring to) who sell analog database systems replete with hackneyed, unfulfilled claims that everything can be done on one platform, from pitching to monitoring to attribution analyses. They see ChatGPT as just the beginning and are looking to continuously improve their performance and experiment with new generative AI models.

Adopting the mindset, tech stack and workflow of a communications engineer will future-proof PR professionals, agencies and brand teams alike. The future is now.

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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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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.

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Originally Released On

PR Newswire

CONTACT:

Sarah Arvizo
Stagwell
pr@stagwellglobal.com 

Content Will Be Freely Accessible Via Online Channels

NEW YORK and LAS VEGAS – Dec. 21, 2022 – Stagwell (NASDAQ: STGW), is bringing its Content Studio to CES 2023, building on its successful debut at the Cannes Lions Festival of Creativity in June 2022. The Content Studio will be housed at the Stagwell booth in the Grand Lobby of the Las Vegas Convention Center (LVCC), 60488.

As thousands descend on Las Vegas for CES, Stagwell is democratizing access to some of the senior-most business leaders across marketing, electronics, food and drink, luxury goods, media, sports, tourism and more. Through the course of these candid conversations, executives will share perspectives on topics including:

  • What are you doing to transform your business in the year ahead?
  • What does impact mean to you?
  • What technology do you think will spark the greatest transformation of your business in the next five years?

 Over 15 leaders will join executives from across the Stagwell network in special conversation. Brands include:

  • AB InBev
  • Christie’s
  • Fandom
  • Group Black
  • Las Vegas Convention and Visitors Authority
  • Los Angeles Rams
  • Lyft
  • Magic Leap
  • Minnesota Twins
  • Qualcomm
  • Reddit
  • Sirius XM Media
  • Warner Bros. Discovery Inc.
  • Wells Enterprises (Blue Bunny, Bomb Pop, Halo Top)
  • Zappos 

For Access to Content

In line with its mission to democratize content at exclusive events, Stagwell will make the interviews available to anyone, anywhere, via online channels including YouTube, LinkedIn, and the website. To join the conversation, use #StagwellatCES across all platforms.

“I worked with Bill Gates on his CES keynote 20 years ago when he told the world that all entertainment would be delivered digitally, and here we are: there’s nothing you can successfully accomplish in business today without understanding technology’s role in how consumers view and interact with the world around them,” said Stagwell Chairman and CEO Mark Penn. “Virtually every consumer action and interaction is now online, and we’re excited to host these leaders who are leveraging data and technology to know these consumers well and meet them where they are.”

To Connect

Brand executives interested in participating in a Content Studio interview, and/or news organizations interested in obtaining this content for redistribution should contact ces2023@stagwellglobal.com to coordinate.

Journalists interested in participating in Content Studio interviews, or connecting with Stagwell Chairman and CEO Mark Penn, and/or leaders from the Stagwell Marketing Cloud or Stagwell network agencies, please contact pr@stagwellglobal.com.

About Stagwell

Stagwell 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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Originally Released On

PR Newswire

CONTACT:

Adam Wise
KWT Global for PRophet
awise@kwtglobal.com

PRophet becomes first comms tech company to empower users to hone their media interviewing skills with AI-powered, personalized and judgement-free feedback from Yoodli’s speech coach

NEW YORK, Nov. 30, 2022 /PRNewswire/ — PRophet, the first-ever AI-driven PR pitch platform built by and for PR professionals that predicts media interest and sentiment, today announced a partnership with Yoodli, an innovative AI-powered software platform which helps users improve media interviewing, public speaking, and communication skills using artificial intelligence. The partnership cements PRophet – a product from Stagwell (NASDAQ: STGW) – as the first-ever communications tech company to offer AI-generated analytics support to companies seeking to hone storytelling and earned media engagement.

With PRophet’s customized Yoodli platform, users will be able to receive judgment-free feedback on their performances during practice media interviews; the technology will denote trends in filler word usage, eye contact, body language, and more. Yoodli also allows users to practice for upcoming speaking engagements and provides real-time feedback during live event sessions. Additionally, Yoodli creates immediate transcripts and allows media trainers to show their clients an instant replay of speeches with actionable insights for future improvement.

“You can have the best communications platform in the world, but if you botch the interview, you miss the headline. Media training is a lost art – and as companies awaken to the power of earned media to drive growth, Yoodli’s platform is truly revolutionary,” said Aaron Kwittken. “Together, PRophet and Yoodli unlock real-time, AI-backed data for modern communicators, supplementing human instinct with insights to improve pitching and interview performance.”

Yoodli has already been endorsed as an AI-powered speech coach by world champions of public speaking, speech language pathologists, and hundreds of communications faculty at universities such as Harvard and the University of Washington. Toastmasters International recently announced that they were rolling out Yoodli’s AI training software with 300,000 members worldwide.

“If communication coaches are professional trainers, think of Yoodli as the medical report: we augment the work of media trainers, PR firms, and communication coaches by providing clients with objective data on how they speak,” said Varun Puri, co-founder of Yoodli. “Our partnership with PRophet is a big step in enabling PR professionals at agencies and in-house teams to improve, upskill, and scale their communications coaching with a proven, tech-based solution.”

PRophet is a flagship product within the Stagwell Marketing Cloud, a proprietary suite of SaaS and DaaS tools built for in-house marketers, spanning campaign ideation to activation and analysis. To learn more about the Stagwell Marketing Cloud, visit this link.

About PRophet
PRophet is the first-ever A.I.-driven data-as-a-service (DaaS) platform designed by and for the PR community that analyzes past stories to better predict future media interest and sentiment using natural language processing and machine learning. PRophet was founded by PR and marketing industry thought leader and serial entrepreneur Aaron Kwittken in 2020 with backing from political strategist, technologist and author Mark Penn, Founder, Chairman and CEO of Stagwell. To learn more about PRophet, please visit www.prprophet.ai or email sales@prprophet.ai to schedule a demo.

About Yoodli
Yoodli is an AI powered platform to help you improve your public speaking and communication skills without the pressure of an audience. Yoodli provides judgment-free analytics on your filler words, eye contact, pacing, monologues, and more. Corporate professionals, sales teams, and university students use Yoodli to get feedback on their everyday Zoom calls and to prepare for upcoming speeches and interviews. The platform is endorsed by Toastmasters International, World Champions of public speaking, and thousands of speech coaches and media trainers across the world. You can start using Yoodli for free at www.yoodli.ai

Yoodli was founded by Varun Puri and Esha Joshi in 2021 at the Paul Allen AI Institute in Seattle. Yoodli has been voted as the product of the day on Product Hunt and featured as one of the five hottest startups in the Pacific Northwest. The Yoodli team has raised $7M+ from investors including Madrona Venture Group, Cercano Capital, the Allen AI Institute, and others.

About Stagwell
Stagwell 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.

Media Contact
Adam Wise
KWT Global for PRophet
awise@kwtglobal.com

SOURCE Stagwell Inc.

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PR Newswire

CONTACT:

Sarah Arvizo
Stagwell
pr@stagwellglobal.com 

Stagwell to Host Content Studio, Floor Tours; Chairman and CEO Mark Penn Will Speak on the C Space Stage

NEW YORK and LAS VEGASNov. 16, 2022 /PRNewswire/ — Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, will attend CES 2023 hosted by the Consumer Technology Association (CTA)®, taking place Jan. 5-8, 2023 in Las Vegas. Stagwell experts and client partners will discuss transforming marketing through impactful technology across a variety of activations at the annual consumer technology expo.

“Stagwell transforms marketing through impactful technology, driving measurable outcomes for our clients’ businesses and for society at large,” said Stagwell Chairman and CEO Mark Penn. “Whether we’re building an app that fuels billions in revenue or designing a first-of-its-kind sustainable NFT platform, we’re excited to return to CES to celebrate the impact of technology.”

  • Content Studio: Stagwell is again producing exclusive interviews with senior brand executives, focused on the technologies they expect to spark the greatest transformation in advertising and marketing over the next five years. The 15-minute 1:1 sessions will take place in Stagwell’s onsite content studio in booth 60488, in the Grand Lobby of the Las Vegas Convention Center (LVCC).
  • Floor Tours: Brand executives are invited to attend 60-minute tours spanning the North and Central Halls of the LVCC, hosted by technology experts from across Stagwell. Attendees will hear expert evaluations of the products and services unveiled at CES that will have the biggest impact on brands and marketing opportunities in the year to come, particularly regarding creative and media buying.
  • Mark Penn @CES: Penn will participate in the CMO Insights C Space Program on Wednesday, Jan. 4 at 2:50 p.m. He will join a panel on the impact of data and personalization, featuring brand leaders and technologists working at the intersection of technology and marketing to define the standards around consumer data.

If you are a brand executive interested in participating in a Content Studio interview or attending a floor tour, please email Ces2023@stagwellglobal.com for further information as space is limited.

If you’re a journalist interested in connecting with Mark Penn, Stagwell corporate leaders, or executives from Stagwell agencies in attendance, please email pr@stagwellglobal.com.

About Stagwell

Stagwell 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.

Media Contact
Sarah Arvizo
pr@stagwellglobal.com

SOURCE Stagwell Inc.

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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.

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By: Adrienne Adair, SVP, Creative, 
MMI Agency

Originally Released in 
MediaPost

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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.

 

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The UPS Store, the world’s largest retail franchisor, has partnered with full-service advertising agency Doner and Facebook’s Spark AR Studio to launch an out-of-this-world AR adventure featuring the Moon. The campaign, ‘Moon AR Ad-Venture,’ allows users to experience the many services offered by The UPS Store in new, fun, and engaging ways. Using AR, customers can shred the moon’s surface, send copies into orbit, use a planet-sized stamp, bubble-cushion with booster rockets, and pack and ship across the universe. Plus, users can place the moon in the palm of their hand – or in their living room.

One of the most robust applications ever seen on Facebook’s Spark AR platform, this AR experience pushes boundaries by using six different 3D models to develop five animations, all while maintaining high, photo-real quality of assets. As mentioned above, the campaign launches today. It will run for four weeks nationally across social media channels, specifically Facebook and Instagram. Doner and The UPS Store have enjoyed over two decades of collaboration, with this campaign marking a first for the partnership through its innovative usage of AR.

David DeMuth, CEO, Doner: “We’re always looking for new, engaging and interactive ways to dimensionalise our clients’ brands and this AR experience is a great example of that,” said David DeMuth, CEO of Doner. “For The UPS Store, we’re excited to use this technology to help bring the brand story to life in an interactive and memorable way.”

Michelle Van Slyke, SVP, Marketing and Sales, The UPS Store: “This effort moves beyond mere observation in advertising, delivering a multifaceted, interactive experience that engages people,” said Michelle Van Slyke, SVP, Marketing and Sales, at The UPS Store.

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