28 Marketing Trends found for Agencies / Creative


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Brands and Agencies Want Results From AI -- Not a "Calgon Moment"

Trend Summary: Here's What marketers want from AI platforms?


De-stressing marketers and their ad agencies from the day-to-day complexities of marketing strategies might be a noble [if unachievable] goal despite which it remains  a ...

[Estimated timeframe:Q1 2018]

... secondary concern when it comes to adopting AI.  

When the first scalable artificial intelligence marketing solutions came to market in 2016, brands adopted them more quickly than agencies.

However, neither brands nor ad agencies rushed to embrace AI because of its shiny packaging.

A meagre 11% response to peer pressure of brand respondents, plus just 8% of ad agencies, explored AI because they wanted to try the latest new marketing tool or exotic technology.

Be that as it may, seven out of ten respondents [brands and agencies] cited “increasing the value of our marketing investment” as a key motivating factor for adopting AI.

Brands, which have greater impetus to control costs [they can’t be passed along to clients] were especially keen on this reason: 83% of respondents, compared with just 58% of agencies, cited cost containment as an important factor.

For agencies, increasing campaign productivity [making themselves look good to clients] moved the needle, while 33% investigated AI systems because their current manual and/or technology-aided efforts had flatlined.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Mediapost.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=7351

Agencies and Media Platforms Conjoin to Measure Cross-Screen Viewing

Trend Summary: Ad, TV, Video trades in USA organise around tech standards to seek single 'Mezzanine' format.


The proliferation of so-called “cross-platform” screens for watching TV and video has focused the US media industry on measuring and understanding how consumers view advertising and programming content, but it has also created unintended consequences in ...

[Estimated timeframe:Q3 2016]

... the way in which the Ad, TV, and Video trades produce, distribute and traffics that content.

The consequences of this trend have created confusion, inefficiency and challenging new kinds of workflow among advertisers, agencies and the media.

In the first industry-wide initiative to tackle technical standards and formats associated with this rapidly changing marketplace, a joint venture of the Association of National Advertisers [ANA]and its agency counterpart, the 4As, has spearheaded a coalition of the advertising, TV and digital media industry’s leading technical groups to create standards and best practices for managing video assets in a non-linear world.

The effort - which is supported by nine trade groups, including the ANA, the 4As and the Interactive Advertising Bureau - is the brainchild of Harold Geller, chief growth officer of Ad-ID, the ANA/4As joint venture that created an indelible digital code enabling advertisers, agencies, producers and the media to traffic vital metadata associated with TV and video ad campaigns regardless of whichever platform they ultimately end up on.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6981

McCann Japan Hires First Artificial Intelligence 'Creative Director'

Trend Summary: Japanese ad agency hires adland's first Artificial Intelligence creative director.


In addition to hiring eleven recent college graduates, ad agency McCann Japan is to add AI-CD β, the world's first AI (artificial intelligence) creative director. Developed by McCann Worldgroup's Creative Genome Project, this is the first project undertaken by ...

 

[Estimated timeframe:Q1 2016]

... a taskforce launched in September 2015.

Enthuses Yasuyuki Katagi, president/ceo of McCann Japan: "The whole company is 100 percent on board to support the development of our A.I. employee."

"Artificial intelligence is already being used to create a wide variety of entertainment, including music, movies, and TV drama, so we're very enthusiastic about the potential of AI-CD ß for the future of ad creation."

Whilst developing AI-CD β, the McCann team deconstructed, analysed and tagged TV commercials, including the winners of the All Japan Radio & Television Commercial Confederation's annual CM Festival awards for the past ten years. AI-CD beta was designed to mine the database and creatively direct the optimal commercial for any given product or message.

The McCann Japan team claims it now has sufficient data to take on a creative brief from a client. One of McCann Japan's multinational clients, as yet unnamed, has agreed to work with AI-CD beta on an upcoming campaign.

Read the original unabridged MediaPost.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6864

Is This the Beginning of the End for Trad Ad Agencies?

Trend Summary: US companies in-house advertising and communications units have multiplied at the expense of traditional ad agencies.


According to the USA's Association of National Advertisers, in 2008 just 42% of its member companies had in-house agencies. By 2013 however, that figure had risen to nearly 60%. These in-house units boast hundreds of staffers who create everything from print collateral and social posts to ...

[Estimated timeframe:Q4 2015 onward]

... big budget multimedia campaigns.

The Boston-based In-House Agency Forum [IHAF] serves the needs of this growing community of marketers via the delivery of thought leadership, industry insights and networking opportunities.

By 2014 IHAF's membership swelled from 150 to 250 companies and now includes heavy hitters such as American Express, Blue Cross Blue Shield, Boeing, Coca-Cola, HP, Lego, McDonald's, Nestlé and Raytheon.

One of the biggest advantages in having an in-house agency is its unlimited opportunity to learn from within - something external agencies are hard-pressed to do. Being part of the same company, marketers live and breathe the culture and the brand. The client's products are your products.

According to Marta Stiglin, a long-time member of IHAF's board of directors and its former chairman, one of the biggest misconceptions is that IHAF cannot attract and retain the same calibre of strategic and creative talent that external agencies can.

Says Ms Stiglin: "That simply isn't true. What's essential when staffing any type of organisation, internal or external, is that you hire the best and brightest people you can. If you hire "B players," you'll end up with a "B team."

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6794

Instagram Influences Online Brand Photography - and Beyond

Trend Summary: Instagram is changing the way brands look at their photography, both online and offline.


Agency and in-house design teams are beginning to see the benefit of moving away from over-lit, over-staged and generally over-edited photography for their brand campaigns. Instead they are favouring a more organic (albeit filtered) look and feel that matches the medium, not only on Instagram but also in ...

[Estimated timeframe:Q3 2015 onward]

... print and an array of other media. 

According to Nathan Iverson, evp and design director at Deutsch LA it's having the same impact on brands.

"We kind of call it 'perfectly imperfect", says Iverson. "People will call you out pretty easily if your food looks overly propped or overly perfect because  (inreal life) that's not how it is."

The discussion of the so-called Instagram effect comes up often around the Deutsch office, says Iverson. The agency's designers, many of whom are millennials, have used Instagram for years but weren't around when photographers first experimented with visual techniques by hand.

But according to another adland advocate, Alex Nassour, an art director at Durham, North Carolina-based advertising agency McKinney, Instagram isn't just inspiring new looks for design and photography - it's also accelerating how quickly trends catch on.

Following designers, illustrators and photographers from around the world allows other designers to gain the upper hand when it comes to embracing hot styles before they wear out their welcome.

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6704

Media Agencies Urged to Return to Glory Days of Don Draper

Marketing Trends Summary: Over the past six months at least twenty major US advertisers have called reviews of their media agencies, with a total of $25bn up for grabs.


Some observers assume that this trend is primarily driven by cost-cutting, while others believe it reflects transparency issues, and others suggest that it's a kind of Rorschach inkblot test. According to one senior media agency executive responsible for driving change and innovation at a major media shop, the trend signals that its clients are  ... 

[Estimated timeframe:Q2 2015 onward]

... facing the most profound, rapid changes they've ever known, despite which their agencies are blithely ignoring clients' needs and relying on their past performance.

However, not all media shops are similarly blinkered.

According to one senior media agency executive: "Our role as media agencies should become more ambitious - to move from helping our clients buy media to helping them solve business problems; to shift from facing the industry to facing real people; to become stewards through the uncertainty; to know what is changing and what is staying the same; and to unleash the power of new technology to transform our clients' businesses."

"Things have never been so fast before, but will never be so slow again -- from changing TV viewing habits, to apps that explode and die in weeks, to real-time marketing."

"Clients want to know what's next, what is dead, what is changing, and even more importantly, what isn't and how can they test and learn to maximise what they have learned and reduce risk.

"This calls for agencies to operate in a fundamentally different way - to keep their finger on the pulse, be agile and ready to change. Agencies need to be structured differently, to operate with an entrepreneurial culture and to employ new talent to keep a view on what lies ahead."

Which, of course, harks back in time to the Don Draper era when ad agencies handled every aspect of their client's accounts, from strategy planning and creative through to media evaluation and buying. 

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6642

Marketers Tighten Budget Belts, Squeeze Agency Fees

Trend Summary: Major multinational companies are cutting back on marketing budgets and tightening their squeeze on ad agency fees.


Procter & Gamble, the globe's largest consumer goods advertiser, is one of several major marketers preparing to slash the number of advertising agencies and marketing services companies with whom the FMCG giant works. P&G has publicly stated that it aims to save up to half-a-billion dollars in fees currently paid to agencies and other ...

[Estimated timeframe:Q2 2015 onward]

... outside firms to promote its myriad consumer products.

The latter range from from Gillette razors, to Tide detergent, to Pantene hair care and Bounty paper towels.

The overall picture is likely to engender an attack of nervous tics within those ad agencies serving P&G and other major global advertisers, who between them wield nearly $20bn in media buying power.

Agencies are worried, not only by the pressure exerted by P&G; they are facing similar demands from the likes of Unilever, L’Oréal, Coca-Cola, S C Johnson and Visa, to name but a few.

Failure to do so leaves uncompliant agences at risk of losing clients' business entirely.

P&G's CFO Jon Moeller recently revealed his company plans to “significantly simplify and reduce” the number of agencies it works with on ads, media buying, public relations, package design and instore marketing.

For some agencies the gravy train is about to grind to a halt.

Read the original unabridged WSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6589

Creative Professions Under Threat from Automation

Trend Summary: On both sides of the Atlantic automation by robots may soon pose a threat to Ad agency creative staff.   


According to a new report, Creativity versus Robots, co-authored by Oxford University academics and Nesta, a London-based non-profit research and innovation group, "Jobs that are considered creative today may not be so tomorrow". The Nesta /Oxford report attempts to apply a ...

[Estimated timeframe:Q1 2015 onward]

... handicap system as to which occupations are sufficiently creative to avoid near-term automation. 
 
Of the 702 specific occupations categorised in the USA, 21% are ranked as “highly creative”, therefore providing the best protection against job automation.

Prominent among the jobs deemed to be creative are those of artists, architects, web designers and IT specialists. Top among such occupations are ...

1. Translators and interpreters (5.8%)
2. Performing artists (7%)
3. Radio broadcasters (7.7%)
4. Film and TV producers (8%)
5. R&D on natural sciences (10.9%)

While the following five job functions, according to the report, have a "very high" probability of computerisation:

1. Peat extractors (100%)
2. Motion picture projectionists (97%)
3. Copper producers (70.7%)
4. Mailing list publishers (69%)
5. Bartenders (67.5%)

The survey results also suggest a pervasive restructuring of labour markets over the decades to come. The report urges governments to assist workers made redundant through job automation by retraining them for the new creative professions.

Read the original unabridged WSJ.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6582

Rift Grows Between Marketers and Ad Agencies

Trend Summary: A rift is widening between US marketers and their ad agencies, exacerbated by issues of data, tech and social media.


According to an article in today's issue of US trade magazine AdWeek, marketers increasingly expect their agencies to know more about data, technology and social media, yet few clients are willing to pay for this know-how. In a new survey conducted by business development group RSW/US, top marketing executives were asked to identify the most troubling trend among agencies. Jostling for pole position among marketers' anecdotal responses were such issues as ...

[Estimated timeframe:Q1 2015 onward]

... lack of innovation, turnover, arrogance, complacency, organisational silos and more.

Moreover, the client-agency divide is not confined to US shores and is replicated in the UK and elsewhere in an ever-shrinking world.

In short, many brand marketers believe agencies talk a big game but fail to deliver deep insights, while another preceived problem is the overlapping area of tech, data and social media.

The complaint that creative-focused agencies downplay data isn't exactly new, while agency leaders accuse marketers of being their own worst enemies by refusing to pay for the level of depth they demand.

Meanwhile, according to agency leaders, marketers are increasingly slashing the fees they pay agencies, thereby making it more difficult for agencies to invest in senior talent that could make them smarter.

Agency bosses also accuse marketers of being less patient and becoming more furtive, making some agencies less inclined to spend ahead of revenue. Agencies argue that they add value to brands and should be seen as an investment, not just another line item expense.

Argues Carter Murray, global ceo of multinational agency FCB: "If clients are making unreasonable demands, we need to stand our ground and get paid fairly for what our teams do."

Read the original unabridged AdWeek.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6488

Electronic Business Cards: Set to Soar?

Trend Summary: Electronic Business cards, Adland's latest gizmo, are catching on fast in the USA and are likely to cross the Atlantic any day now.


Advertising Age reports the debut of a high-tech upgrade to the traditional (and often fusty) business card. The brainchild of Isaac Mizrahi, senior vice president and managing director at Miami ad agency Alam, the über card is self-customisable, enabling Mr Mizrahi to display his contact details embellished with Alam's logo, brand colouring and style. Swap a business card with Mr Mizrahi, and you are able to choose ...

[Estimated timeframe: Q3 2014 onward]

... a link from him via email, mobile phone, text or QR code according to your choice.

The link takes you to a swanky card with Alma's name and "Have Soul" motto at the top (Alma is Spanish for soul). The background is a bright purple, Alma's signature color.

Six buttons offer various options to contact Mr Mizrahi at the office or on his cellphone or by email. The card also links to his Twitter and LinkedIn accounts, plus an office location map. The card can also be shared.

Mr. Mizrahi said everyone at his Miami agency has a profile and photo, with some sixty-five staffers using the new cards.

He reckons he distributes the card electronically five or six times a week, even to unsuspecting folk he meets on a plane en route home from a business meeting.

In January 2014 the Miami shop was named Ad Age's Multicultural Agency of the Year.

Read the original unabridged AdAge.com article.


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: https://www.marketingtrendtracker.com/article.aspx?id=6404



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