👀 Sally Weavers Craft Media London 💛 🧠 In a profile for Campaign, Publicis Media UK chief executive Niel Bornman set out his vision to "disrupt the media model" as he claimed media plans are too often a “copy, paste” exercise and lack creativity. Generative AI is one of the ways he proposed to improve the model to help planners unlock their creativity. He said: “We're in this space now, where it's a bit of art, a bit of science and where we're going with it is this idea of the human bringing the art and the AI bringing the science. We’re not in that space where the human can bring the science any more because it's just too much data.” Sally Weavers, founder, Craft Media Yes… but there are probably a few things at play. No-one ever goes to work to do an average job. Is the brief the same? It often is and if clients “copy, paste” briefs from the previous year and the (often too junior) agency team just answer the brief without interrogation, then I can see how media plans start to look the same year on year. Is there an assumption that the answer is classic advertising? Because it often isn’t. Modern marketing challenges require more than an advertising campaign to solve their issue. It should be comms strategy, not channel, first. We turn down clients who ask us to plan their (radio) campaign. Is it planning by numbers? If the client is a disciple of Byron Sharp, a slave to econometrics and beholden to like-for-like sales then there’s often not much wriggle room for planners. If you fancy seeing how we 'craft' a plan that is bespoke to you then get in touch https://lnkd.in/eJMgFxfN
Al B.
2mo
Amen to that. David Byrne - this is what we were talking about, although I think we landed on “What if the The KLF did communication planning?!”🙌
Michael Pihosh
2mo
Sally, insightful perspective shared! Generative AI's role here?
A disciple of Byron Sharp would be really quite anti-econometrics - he doesn't rate MMM at all (wrongly in my view, although understandable given the way that some people do it and sell it). Additionally, the correct way to use econometrics shouldn't be any more restrictive creatively than asking a painter to produce a landscape painting.