MAM
Isobar Launches In-housing Solution
India: Isobar, a global digital agency, has launched an in-housing solution to help businesses remodel their marketing approach on their digital transformation journeys. Isobar’s In-housing solution, ‘Accelerate’ specifically enables clients to fast track their in-house capabilities, offering them a partnership that can quickly respond to business challenges and deliver custom solutions routed in a business’s insights and culture.
This in-housing solution will leverage Isobar’s strategic, technology and creative expertise to jump-start and accelerate client’s in-housing solutions. It will utilise the expertise of Isobar with the convenience of a specialist team deployed on site at a client’s office. The solution has been developed to provide clients with more control, transparency and visibility into their transformation journey, whilst connecting to the power of Isobar’s global network and creative, technology and innovation expertise.
This in-housing solution utilises Isobar’s capabilities across Marketing, Commerce, Products & Service Design and Consultancy offerings to meet a range of client in-housing needs. Isobar has demonstrated the delivery of in-housing projects across global markets, including global airline trade association IATA, in Switzerland and Gas & Oil company OK a.m.b.a., in Denmark.
The global solution will draw from existing resources across Isobar’s 6,500 strong network in Americas, EMEA and APAC, and includes Isobar’s global consultants and technologists.
This in-housing solution, ‘Accelerate’ offers four key services to help clients fast track their in-house capabilities –
Turnkey solutions to incubate and bootstrap in-house teams, drawing on Isobar’s award-winning experience, capabilities and credentials
Expert talent that can extend clients existing teams to help drive strategic initiatives within organisations
Consulting services on the processes, training and insights needed for clients to effectively in-house teams
Leveraging Isobar’s accelerators and products to enable businesses to increase velocity on clients in-housing their digital transformation journey
Sue McCusker, Global Chief Client Officer, Isobar, “With our in-housing solution, we offer the best of all worlds, with our teams providing leading, award-winning expertise in driving experience-led transformation powered by creativity, technology and data. The name ‘Accelerate’ reflects the integral role Isobar plays within a company during the marketing in-housing process and how it helps accelerate clients to better marketing efficiencies, transparency and control, to transform a businesses and brands.”
Prashant Mehta, Global Head of Delivery, Isobar, “This is an exciting development for us in delivering more strategic value for our clients, leveraging the fantastic talent and vertical experience we have across disciplines. We are truly proud of the impact that we have already created for our clients globally in their transformation journeys with our in-housing solutions and look forward to being a true partner for our clients.”
Shamsuddin Jasani, Group MD, Isobar South Asia states,” At Isobar, we’ve done some great work that has not only been appreciated by clients has also been recognized in the industry. We have strategic conversations and sit at the table and bring more value and work closely with our clients as a partner and not just an agency. We are already working with clients in India to bring this to life. I’m positive with ‘Accelerate’; we will bring in the right momentum and expertise required towards clients who are looking at in-housing their digital transformation journey.”
Brands
Creative Intelligence: Using AI to Predict Which Ads Will Actually Convert
Priyanka Aeron, Director & Co-founder of Thrive Global AI
MUMBAI: In a heavily populated digital landscape, simply being creative with your advertising will not guarantee that your ad will be successful. In fact, brands today are producing more content than ever. However, very little of that results in actual engagement or sales. However, Creative Intelligence, powered by AI, is fundamentally transforming the advertising industry.
Creative Intelligence utilizes data, machine learning, and statistical behavioral insights to analyze and predict how well a creative asset will perform prior to it being published. Therefore, marketers no longer have to rely on either their gut instincts or post-campaign analytics for making informed decisions before production. That said, AI-powered creative intelligence greatly improves results and decreases wasted dollars spent.
Moving Beyond Guesswork
In the past, making ads was a mix of gut feeling, experience, and A/B testing. These methods were useful, but reactive by nature. People have already spent their budgets by the time the results are looked at. AI models can find patterns that are linked to higher engagement and conversion rates by looking at huge datasets. These datasets can include things like past campaign performance, audience behavior, and visual elements like color, composition, and facial expressions. This helps marketers guess which ads will do well even before they go live.
Decoding What Truly Drives Conversions
AI-powered creative intelligence allows for an evaluation of advertisements that is not limited to the basic data but also explores the elements of an effective advertisement through subtle reactions; clarity and directness of the ad message and how well the ad captures audience’s attention in the first three seconds. AI can also provide insights into the successful use of advertisements directed to human faces, which connect through eye contact based on media channels, and how advertisements that utilize shorter but clear calls to action may produce more clicks from certain populations. The insights, provided through AI, provide marketers with the ability to think beyond creating more advertising material and additionally create more effective ad campaigns that actually convert.
Personalization at Scale
Consumers expect relevance more than ever. Irrelevant mass messaging is not going to work in a society inundated with information. Hyper-personalization, using AI, allows companies to create content that suits individual segments within their target markets based on their demographics, interests, and behaviors. Rather than having one single message that aims to reach everyone, brands can have many versions of their messages tailored to each segment within the market. Such flexibility is what makes campaigns successful nowadays.
Faster Iteration, Better Results
Another advantage to using AI in creative decision-making is speed. Companies must improvise because their campaign cycles are shorter than ever before, and having the ability to iterate rapidly is more important than it has ever been. There is no greater way to do this work than through AI, as new technologies give brands the ability to test multiple creative avenues and figure out which ones are working well. This reduces a lot of the testing that companies would otherwise have to do and makes the process faster.
With AI, brands can also make creative changes in real-time during a campaign, allowing the, to make vital decisions and adjust their creatives, rather than waiting out. This allows for faster adaptability, well-tested campaigns and reduced lost ad spend.
The Human-AI Collaboration
Even though AI is capable of performing certain tasks, its purpose is not to eliminate human creativity. Successful campaigns require human collaboration with computer intellect since both complement each other. While computers are capable of dealing with massive amounts of information, discovering patterns, and providing predictions, humans are the one to inject stories and emotions into campaigns.
The Future of Advertising
As the complexity of advertising becomes harder with the passage of time, Creative Intelligence will play a significant role in helping marketers formulate a strategic approach. The yardstick that will set standards for determining whether a marketing firm has fulfilled its responsibilities will be the forecasting of future outcomes, as well as personalized content and optimization of creative elements in real-time. In contrast to the existing scenario where the campaigns remain fixed, these campaigns will be capable of adjusting themselves according to the customer interacting with the brand, as well as other trends on social media channels. This will enable brands to offer customers an engaging experience that will exceed expectations. The biggest hurdle marketers will face will be finding ways to utilize these capabilities without compromising branding and enhancing the creativity of the team involved.
