??Creativ Brief: How We Launched Creativ Company

This week we officially launched our rebranded company to Creativ Company with ThinkLA.?

Anyone in marketing knows how much of a Herculean effort a rebrand can be. I’ve alluded to it during the course of our rebranding journey in this newsletter.?

Awareness is the name of the game for anything new.?

We deliberately and strategically shifted from Creativ Strategies to launching Creativ Insights to rebranding to Creativ Company. This way we kept the equity we had established in the ‘Creativ’ name and the C mark, through subtle yet noticeable changes. Similar to Dunkin’ Donuts dropping ‘donuts’ to become simply Dunkin’.?

The new brand provides us a branding architecture to house both our B2B agency, Creativ Strategies, and our machine intelligence insights products, Creativ Insights, under a singular mark Creativ that ties it all together.?

Note from our positioning piece, that a brand should serve as a mental heuristic for your target market. We’re establishing Creativ as synonymous with machine intelligence & marketing excellence. Our services are strategies and insights. Our clients are creative companies.??

We launched the new brand on Tuesday with a press release and press pitch to build domain authority and 3rd party credibility. We then sponsored a 350 person executive brunch with a local media and marketing organization, ThinkLA, a day after. Our news released in their newsletter yesterday. (Great partners by the way).?

We will release LinkedIn posts, 3rd party trade interviews, podcasts appearances, and another event with Campaign Convene for the next two weeks.

We estimate that we’ll reach about 10,000 to 20,000 media, entertainment, and advertising professionals with our efforts.?

We’ll then follow up with pointed sales emails to everyone that meets our ideal prospect profile in March. They’ll know who we are from the campaign above.?

Our budget for everything was…well reply to this email and we can chat about it. We’re an advertising and insights firm after all.?

3 Stories Dominating Media and Tech Headlines

James Bond Shocker: Amazon MGM gains control of 007 franchise from longterm producers. Under a historic new deal, the producers Wilson and Broccoli will remain co-owners but will turn over creative control to Amazon MGM. The producers have shepherded the franchise for over 60 years.?

Why it matters: Prepare for the Starwarsification (Marvelication?) of Bond 007. TV shows. Novels. Comics. Video games. Spin offs galore. The previous IP owners guarded the franchise closely and only distributed via film. Amazon MGM sees dollar signs with Bond, James Bond, as their super hero franchise.?

Last week, a U.S. federal judge brought down a summary judgement in a case against Ross Intelligence, a legal tech firm that has been accused of infringing upon Reuters’ intellectual property. The judge found that Ross had infringed upon Reuters’ intellectual property when they began using Reuters-owned content to train their AI-powered research platform.?

Why it matters:? Generative AI is often trained on a large variety of information and content from public sources across the internet. Proponents of Generative AI and AI companies argue that any publicly available information can - and should - be utilized while developing AI models, a practice of scraping information in a way that’s been largely protected by fair use doctrines. However, copyright owners seem to have won a small battle against AI companies. Legal rulings will set precedents on how the new technology can operate for decades.??

The New York Times adopts AI tools in the newsroom. The New York Times has been reportedly permitted and suggested staff to implement AI tools such as Echo throughout the reporting process, whether it be edits while writing headlines or while developing questions to ask during an interview.?

Why it matters: The New York Times has led the publishing charge on suing AI firms like OpenAI for infringement. The cases are still pending. But it seems even the Grey Lady is getting hip to AI. The New York Times’s rollout of permissible AI tools indicates growing acceptance of AI-generated content in the newsroom.

Creativ Spotlight - Creativ Company at Campaign Convene

Creativ Company and MOCEAN will be speaking at Campaign Convene this year, with Creative Company’s CEO Wes Morton and MOCEAN’s Chief Creative Officer Greg Harrison speaking on the “How Machine Intelligence is Revolutionizing the Creative and Insights Industries” panel with PR Week’s Julia Walker.

Campaign Convene: Marketing Evolved is the second annual flagship conference from Campaign US. Taking place in New York City on February 27, 2025. Convene will offer a forum for marketers, creatives and media professionals to dive into the most pressing topics shaping the industry in the next four years.

Check out details about this year’s Campaign Convene event here!?

Machine-Generated Insights -? The Most Liked and Disliked Game Studios

Machine-Generated Insights in action!? We pulled several million consumer conversations and ran them through our , we ranked the top and bottom five video game studios by consumer perception, using our proprietary net sentiment score. Sega comes out on top with a positive sentiment score of ~8.3%, while Activision Blizzard trails towards the bottom with a sentiment score of -26.8%.?

The future of insights is here! Stay tuned for our full gaming study!

One Fun Thing - Success and Good Humans

Our rebrand this week gave me some perspective on success.?

Effort does not equal success. The people one surrounds oneself with contribute much, much more.?

Our clients, partners, and team members made the launch of Creativ Company happen this week. I couldn’t have done it without them.?

Here are some of them pictured. Get yourself some good people.?