James Schiefer, Founder & CEO of SCS, a global brand transformation agency that uses data science and creativity to help brands perform.

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It’s no secret that artificial intelligence (AI) is changing the world as we know it. From retail to healthcare, nearly every industry is being disrupted by AI in one way or another. And advertising is no exception.

• According to Accenture, two-thirds of organizations are planning investments in AI over the next year, with investments expected to boost revenue by over 30% over the next four years.

• Gartner predicts that AI will be responsible for creating $3.9 trillion in business value this year alone.

• Marketing consultant group Infosys believes that nearly 85% of customer interactions will be managed by AI.

Advertising is an industry where creativity is one of the most important elements. While AI has been a part of advertising for a long time now, its role has been limited to targeted media and data analysis. However, with the advent of more powerful AI technologies, it is now starting to play a more significant role in the creative process itself. AI is combining with human creatives to provide insights and directions that creatives can alter. Ad agencies are beginning to use AI to create better ads faster and more cheaply.

For example, Wieden+Kennedy created a campaign for Nike using AI. The AI program they used helped them come up with ideas for ads, and then the team created the actual ads themselves. This was done by analyzing Nike’s past marketing campaigns and then using that data to generate creative.

With the help of AI, investment-firm Vanguard was able to personalize its ads and increase conversions by 15% at scale. Their marketing department had been struggling in an industry that highly regulates what you can say, so they turned to an AI language platform that allowed them to create more engaging advertising with specific messaging that resonated the most with their target audience.

Tomorrow Sleep began using an AI-powered content intelligence platform to understand which high-value topics the company needed to be talking about and measured where competitors ranked for each of the keywords and phrases. The brand then created relevant articles around specific keywords where they could quickly establish themselves as experts in their field with a boost from machine-learning algorithms resulting in a 10,000% increase in website traffic.

In the future, advertising agencies may have an entirely new set of processes to employ as they create ads. Agencies may also start hiring specific types of technical experts who understand how AI works and how it can be used to effectively design ads. In the past, AI was used mainly for data analysis and design work. However, with the advent of more sophisticated AI, it is now being used to understand consumer behavior and suggest effective messages and executions.

Take this article as an example: Aside from the paragraph you are reading right now, every word that has come before it was written by a writing AI program, with only some light editing and reorganization. The AI generated the topic, outline and title to write the article in full. This doesn’t mean that human creative is going to be rendered obsolete—in fact, our agency’s creative and strategy teams were critical to the formation of this article and used AI inputs as a tool to build communication, discover insights and drive at the core idea to write the article. But it suggests that as a creative profession, we need to leverage new technology into our workflows and adapt to help brands achieve more as a new tool in our creative arsenal.

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” for Magazine Luiza by Ogilvy São Paulo; “Get Crazy for Crazy Thursdays!” for KFC by Ogilvy Shanghai; “Don't Ever Leave Me” for Lacta by Ogilvy Athens; “Rediscover Germany” for Deutsche Bahn by Ogilvy Frankfurt; “Dollar Catalogue” for IKEA by Ogilvy Taipei; and “Heavily Accented” for Cruzcampo by Ogilvy Madrid.

Devika Bulchandani, Global CEO of Ogilvy, said: “We believe in the unreasonable power of creativity to impact business and society. Ranking atop both WARC’s Creative 100 and Effective 100 lists is a spectacular testament to the impact we created with our clients around the world last year. I want to congratulate and thank all our brilliant teams and clients behind the award-winning campaigns that made this accomplishment possible.”

The WARC Effective 100 tracks the results of effectiveness award shows around the world and acts as a benchmark for excellence in effectiveness. The Effective 100 was compiled from global industry competitions including Effies, Cannes Lions (creative effectiveness & creative strategy categories), IPA Effectiveness Awards, WARC Awards for Effectiveness, Jay Chiat Awards, APG Creative Strategy Awards, AME Awards, and ARF David Ogilvy Awards as well as several regional competitions. More on the methodology can be found here.

Topping the WARC Effective 100 and Creative 100 lists rounds out an exciting month for Ogilvy. Earlier this month, Ogilvy was named to Fast Company’s Most Innovative Companies list for its effective use of AI to drive business results. The Drum recognized Ogilvy as the most creative agency network in the world and ranked Ogilvy’s Global Chief Creative Officer, Liz Taylor, as the

1 Chief Creative Officer in the world, making her the first woman to top the rankings. Additionally, Ogilvy was honored on Ad Age’s A-List.

About Ogilvy

Ogilvy inspires brands and people to impact the world. We have been creating iconic, culture-changing, value-driving ideas for clients since David Ogilvy founded the company in 1948. We continue building on that rich legacy through our borderless creativity—operating, innovating, and creating at the intersection of talent and capabilities. Our experts in Public Relations, Growth & Innovation, Advertising, Health, and Experience work fluidly across 131 offices in 93 countries to bring forth world-class creative solutions for our clients. Ogilvy is a WPP company (NASDAQ: WPPGY). For more information, visit Ogilvy.com, and follow us on LinkedIn, Twitter, Instagram, and Facebook.

Media Contacts: David Ford / [email protected]

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Who are the creatives in advertising?

A creative team is made up of several key members, starting with a creative director, and including copywriters, editors, graphic designers and artists, and web developers. In short, it's the group of people that comes up with the advertising ideas and brings those ideas into being.

Who are the key players in advertising world?

Agency - An agency offers digital marketing services to advertisers; some offer full-service approaches, while others focus on a specific area or sector. Some of the major agencies include WPP, Publicis, IPG, Havas, Omnicom, Dentsu Aegis. Publisher - Publishers are the distribution channels for media.

Who are the four key players in the world of advertising?

Question: 1. Who are the four key players in the world of advertising, and what are the responsibilities of each? ... .

Here's the best way to solve it. 1)Advertiser or manufacturer 2)Advertising agent 3)The media and 4)Vendor are the 4 key players in the world of advertising and followings are the re….

What is creativity in advertising?

Creative advertising is a form of marketing that uses original concepts, designs, and storytelling to effectively communicate a message or promote a service or product. To create an advertising campaign, a team will look at the brand, understand how they communicate and who their target audience is.