22.07.24
News
→ What impact is AI having on advertising & comms?
Despite being a hot topic at Cannes Lions, with newly announced platform updates and tech firms eager to showcase their advancements. When the global market size of AI in marketing is projected to reach $72.1bn by 2030 (Credit: Marketing Week), what impact is AI actually having on the creative industry so far?
This year, Cannes Lions revealed 12% of the 2024 entries used AI, with AI submissions including Pedigree’s “Adoptable” campaign from BBDO scoring big on the day. Yet when the jury president Tor Myhren was asked in a press conference, he stated that AI wasn’t a big feature in the jury room…
Credit: Cannes Lions
So if not in the creative process stage, where is AI being utilised the most within communications? At Cannes Lions the global CMO of Coca-Cola stated that 90% of their experiments with AI are focused on driving topline growth and effectiveness (Source: Marketing Week). Tying in with the report that 59% of PR professionals are seeking out the tech to streamline their budgeting projections & reporting (Source: @PR Daily), it seems for now AI is driving advancements primarily in data analysis & forecasting.
We think the industry has a long way to go before tech will be able to inspire the creative, with brands advocating for a personal touch within communications.
→ We may not have won at the Euros, but which brands are winning at sporting collabs?
With the wrap of the Euros & Wimbledon last week, and the Olympics on the horizon, this summer has brought an unprecedented opportunity for brands in unexpected categories to connect with new audiences. The less obvious, surprising & unconventional brand-sport alignments seem to have caught our eye and promise the most impactful outcomes….
We caught up with Tiffany Eden, from our Beauty, Health & Wellness team to get her hot take on her standout international sporting collaboration:
“Glossier have been leading the way from a beauty perspective, tapping into the rise of Women’s Basketball by becoming the first ever sponsor of the WNBA, and subsequently Team USA for Olympics 2024. I love the partnership because they’ve created ‘cult-like’ brand loyalty from consumers, whilst aligning themselves with a partner who care innately about diversity and inclusivity.”
Credit: Glossier
You don’t have to be an established multi-national to tap into communities & create buzz from sporting collaborations. We’ve been busy match-making our brands with relevant, engaged grassroots sporting communities and figureheads within them. Last week saw us team up with Tangle Teezer Ltd and Luxegen Junior Editor, Daisy Reed for the first ever RUNTANGLED Club, hosted in partnership with Daisy’s Shuffle Club to celebrate winning at life, with the healthiest hair possible.
From the rise in padel clubs, to running groups, there are so many clever routes for brands to pursue within the sporting scene.
Credit: Tangle Teezer
Read More
