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☆ Some advertisers are requiring their agencies to disclose when they use generative AI
▼ + stars: | 2023-06-17 | by ( Lara O'Reilly | Ryan Joe | ) www.businessinsider.com time to read: +4 min

Some big advertisers want to know exactly when their agencies are using generative AI. And in its current form, generative AI can create derivative content. And WPP ad agency Ogilvy is advocating for advertisers and social media platforms to disclose the use generative AI in influencer campaigns, The Financial Times reported. "You need to sit down with your agency and ask how they are using generative AI." He said he's in active conversations with the heads of all the agencies the alcohol giant works with about how they are experimenting with generative AI tools.

Persons: Reed Smith, Ruben Schreurs, Schreurs, — Andrew Robertson, —, Ogilvy, Keri Bruce, Bruce, L'Oréal, we've, Asmita Dubey, Edward Pilkington, Lesley Klein Organizations: BBDO, Ad, WPP, Financial Times, of National, Diageo, Diageo North Locations: Diageo North America

☆ Omnicom to Reduce Global Real-Estate Space Even as Employees Return to the Office
▼ + stars: | 2023-04-19 | by ( Patrick Coffee | ) www.wsj.com time to read: 1 min

Omnicom plans to reduce its real-estate footprint by more than 1.6 million square feet, Chief Executive John Wren said. Photo: Omnicom GroupOmnicom Group Inc. said it will significantly reduce its real-estate footprint and formalize return-to-office requirements for all U.S. employees as the company said it expects growth to continue through 2023, an indication that executives believe marketers’ continued spending will help the advertising giant largely avoid the economic headwinds that have hit the tech and finance industries. Omnicom, which owns agencies such as BBDO, OMD and TBWA, will require all U.S. employees to return to the office at least three days per week, Chief Executive John Wren said on a call to discuss the company’s first-quarter earnings.

☆ A top GE HealthCare marketing exec reveals the brand strategy that helped the GE spinoff become a $35 billion company two months after going public
▼ + stars: | 2023-03-13 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

GE HealthCare built a brand campaign that helped the company hit a $35 billion marketing cap. In January, GE HealthCare started publicly trading as its own business, and it now has a market cap value of $35 billion. GE HealthCare launched an ad campaign created by BBDO on January 4, the day of the spinoff. GE HealthCare is also building a social presence, mostly focused on LinkedIn. "It was a brilliant move because the GE brand stands for innovation, thinking differently, and creating dialogue," Fallon said.

☆ Omnicom CEO Wants to Embrace Generative AI as Quickly as Possible
▼ + stars: | 2023-02-07 | by ( Megan Graham | ) www.wsj.com time to read: +3 min

The company reported organic revenue growth of 7.2% in the fourth quarter, beating the average analyst estimate of 3.7% organic revenue growth, according to FactSet. Organic revenue growth was 9.4% for the full year, the company said, beating the average analyst estimate of 8.4%. The company said it is forecasting organic revenue growth this year of 3% to 5%. Organic revenue growth is a metric that removes the effects of currency fluctuations, acquisitions and disposals. Reported total revenue in the fourth quarter of 2022 increased 0.3% to $3.87 billion versus a year earlier.

Between '97 and '02, HBO released TV series like "Sex and the City," "The Wire," and "The Sopranos." Counterprogram, counterprogram, counterprogramFrom its very inception in the early 1970s, HBO executives came to believe that if HBO was to thrive in the long-run, it would have to focus on doing things differently than the big three commercial TV networks: ABC, CBS, and NBC. When HBO executives sent the first episode of "The Sopranos" to a focus group, it scored horribly. The screening was attended by the film's cast, HBO executives, and a collection of Russian dignitaries. Anybody could watch a new TV series from the comfort of their home, and the actors starring in new TV shows were rarely famous.

☆ Crypto advertising is under fire after the FTX implosion, but firms like Binance, Grayscale, and OKX are pouring money into marketing to win back consumer trust
▼ + stars: | 2022-12-06 | by ( Lara O'Reilly | Reed Alexander | Lauren Johnson | ) www.businessinsider.com time to read: +5 min

The bitcoin crash and FTX implosion massively dented the crypto advertising boom. But fewer crypto advertisers can also create an advantage for those still trying to get their messages to consumers. And Dinu added that crypto companies' efforts to advertise to restore trust could persist "well beyond" the next six months. Some crypto companies are still launching splashy campaigns, similar to crypto ad campaigns from the beginning of the year. "Crypto companies have to stop talking about themselves and start talking about how cryptocurrency or blockchain fits into normal people's lives."

☆ Crypto firms like Binance, Grayscale, and OKX are pouring money into marketing to regain trust and save their companies from the fallout of the FTX implosion
▼ + stars: | 2022-12-01 | by ( Lara O'Reilly | Reed Alexander | Lauren Johnson | ) www.businessinsider.com time to read: +5 min

“There’s no such thing as a set forecast right now,” said Sophie Kelly, senior vice president of whiskies at Diageo North America, speaking at the same event. The firm, a unit of Interpublic Group of Cos.’ Mediabrands, cut its growth forecast for next year to 4.8% from an earlier prediction of 5.8% in June. Organic revenue growth is a metric that removes the effects of currency fluctuations, acquisitions and disposals. Airbnb Inc. slashed its advertising spending and invested in brand marketing, lessening its reliance on search-engine marketing. “We knew that people are changing their behavior,” said William White, Walmart’s chief marketing officer.

☆ Omnicom Group Raises Its 2022 Organic Growth Forecast Again
▼ + stars: | 2022-10-18 | by ( Megan Graham | ) www.wsj.com time to read: 1 min

Omnicom Group Inc. again increased its organic growth forecast for the year, as its chief executive said the advertising holding company is “well equipped to handle any economic downturn” even as uncertainty for the ad market lies ahead. The New York-based company, which owns agencies including BBDO, DDB and TBWA, said it was increasing its organic revenue growth forecast to a range of 8% to 8.5% for 2022, up from an earlier forecast of 6.5% to 7%. Organic revenue growth is a metric that removes the effects of currency fluctuations, acquisitions and disposals. Copyright ©2022 Dow Jones & Company, Inc. All Rights Reserved. 87990cbe856818d5eddac44c7b1cdeb8

☆ The execs behind Super Bowl ads for brands like Mars, ViacomCBS, and Heinz share how ideas come to be — and what makes them go viral
▼ + stars: | 2022-01-27 | by ( Jenny Powers | ) www.businessinsider.com time to read: +9 min

Insider asked three ad-industry execs who've worked on Super Bowl spots what it takes to succeed. 4 in last year's top 10 Super Bowl LV commercials, according to USA Today's Ad Meter. In 2015, the web-hosting company sparked massive outrage over a spot it planned to run during the Super Bowl. "The Super Bowl is a brand's opportunity to surprise viewers and give them something they didn't see coming. Neither Newcastle campaign, If We Made It or Band of Brands, was actually aired during the Super Bowl.

A black box will be fully installed on the west coast of Tasmania in 2022. In order to record data linked to climate change, a project known as Black Box is due to launch this year. The idea is to install a black box on Earth, on the west coast of Tasmania, around 150 miles to the south of Australia. According to Interesting Engineering, the black box will record important data relating to climate change. The black box will be solar-powered, with a battery pack to support it when the sun isn't out.

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