While artificial intelligence (AI) imposes radical changes on the world of marketing, the fundamentals of advertising endure, David Wheldon, president emeritus of the World Federation of Advertisers (WFA), told the ‘Spotlight – The Future of Advertising’ industry event held to mark the 75th anniversary of the Association of Advertisers in Ireland (AAI). The focus by advertisers on the environment and sustainability in recent times has been dialled down by geopolitical developments.
Wheldon said advertisers need to know they are in it for the long run and should not be taken in by every passing fad: Don’t be the dog that barks at every passing car. Stories shape understanding and advertising is about the art of storytelling. Brand is about what the brand does. Advertising is a never-ending learning curve and CMOs should recognise that humility and success go hand-in-hand.
Measurement reveals truth, Wheldon added. One must distinguish between accurate metrics and the measurements the platforms push based on self-interest. Have the curiosity and rigour to do things right. The battle for the industry is to remain relevant to engage. In conclusion, he shared Maya Angelou’s maxim: “I’ve learned that people will forget what you said. People will forget what you did. But people will never forget how you made them feel.”
Algorithms don’t build brands – Jennifer Power, McDonald’s
Jennifer Power, head of media for McDonald’s UK & Ireland and the newly-elected vice president of the AAI, said that despite all the tech and research tools available to CMOs, marketing is tougher than ever. Irish marketers should channel their ‘inner Kevin’ – a reference to Macaulay Culkin in Home Alone as he was left to fend for himself and combat intruders while his family were away on holidays. The future belongs to the Kevins of this world, those who are brave and prioritise trust.
At McDonald’s, every marketing message is scrutinised. Content is easier to produce but harder to verify. Being distinctive counts for a lot. Attention is more fragile and acts as a precursor to memory. Power said algorithms don’t build brands, they escalate them. For CMOs to lead companies, they need to “get their hands dirty” with AI learning. Jump straight in and talk to your kids and your agency partners.
Creative is not dead; it’s very much alive. No matter how much AI you have, human connection wins out – Aidan Greene, Core
AI and data may raise the floor, Power added, but it’s no substitute for human judgement. CMOs start with the business problem, tech comes later. Aidan Greene, CEO, Core, presented a talk entitled ‘The New Now’, based on the group’s ‘All Connect’ online study on AI tools and their likely impact on advertising. As he learned from his own personal experience, teenagers are big fans of AI simply because it makes their life easier.
AI is spreading faster than the internet, which, in turn, is now helping with its growth. While AI showed to promote engagement by 15 per cent, a major gulf existed between media impressions and revenue. More is not the answer. Ad campaigns today are less effective and there are far too many of them to boot. What is called for is more intelligent content: audience led and outcomes driven. The full Core ‘All Connect’ report is available online.
Not everything deserves a standing ovation – Rory Hamilton, Boys+Girls
“The future doesn’t suck, I promise” was the opener for Rory Hamilton (pictured), chief creative officer and co-founder at Boys+Girls. When he started out 24 years ago, he was told “advertising was dead”. The devastating news broke as Irish advertising unleashed award-winning campaigns for the likes of Esat, Guinness and Bank of Ireland. Back then, the industry worldwide was valued at $300 billion. Threat after fatal threat loomed.
The reality proved starkly different. More powerful tools came along which propelled better work, turning threats into possibilities. Creativity is not magic conjured up from a blank page, nor is there some slight of hand. Hamilton said 98 per cent of time is spent justifying ideas. We complicate advertising – it’s simple, not easy, but not rocket science. Great campaigns are powered by insight and distinctive Irish charm. It’s a process which lends itself to repetition.
Fun
To support his claim, he showed examples of work his agency created for Sky Now, An Post, Re-Turn and SSE Airtricity. The TV commercial for DoneDeal with two young women discussing buying a car as they emerge from a Pilates class. Making fun of your brand in ads can be a big plus. Hamilton said agencies are better suited to change than anyone in marketing. In the morning they might work on a campaign for a new drink. In the afternoon, it’s the turn of a financial company.
Agencies must be inventive too and consider launching offshoots. Artificial intelligence will be the big one, and a new approach is crucial. The creative process must improve with the tech, you can’t wait for inspiration. AI has its own sound box and its main strength is at the ideation stage. Agencies should use it to jump in and round out new ideas. Advertising must find its self-confidence and act proud. After all, the industry has grown to $1.4 trillion.
Stop referring to ‘adland’ and ‘Madmen’. Cut down on the “LinkedIn lick-arsing”. Not everything deserves a Ryanair-style standing ovation, Hamilton insisted. Embrace change and champion the great work, most often the campaigns that win at the major award shows. Measure the power of insightful creativity. Don’t paint by numbers. Follow these guidelines as we usher in a new golden age of advertising, he concluded.
In his opening remarks, Barry Dooley (above), AAI chief executive and chair of the Marketer of the Year, said that the advertising industry and consumers must act responsibly, while Government is obliged to legislate fairly. Despite all the slings and arrows of outrageous fortune facing Irish marketers, advertising is recognised as an area of business that energises the economy, promotes competitiveness and provides consumers with choices. Advertising is also about taking risks, Dooley added.
Report by Michael Cullen; cullen@marketing.ie
