DECODE - July 25, 2024

READS

Code and Theory Reinvents Agency Production (Little Black Book)?

Recognizing the fundamental shift needed to service clients, Code and Theory retooled their production capabilities from the ground up, tapping Accenture’s Julia LaRose and Thinkingbox’s Christine Clark as co-heads of production to lead the new, modernized capabilities. “Julia and I were brought on to bring boutique, weird and wonderful consultancy thinking and apply that to create something new,” says Clark. Read the article.

?4 Ways to Monetize Tech Modernization (Medium)?

“Tech modernization is not one-dimensional,” says Code and Theory Head of Engineering Kenton Jacobsen. He shares how Code and Theory usher tech modernization through collaboration, creating guardrails, strategic decision-making and system decoupling. Plus, how brands can use these four methods to uplevel their tech capabilities. Learn more.?

Delivering Anticipatory Experiences Through Personalization (Little Black Book)?

There’s vast amounts of potential for AI-powered personalization at scale. Little Black Book’s Ben Conway spoke with AI experts and creative leaders to determine where the industry currently stands. Code and Theory Chief Technology Officer David DiCamillo says, “If we are truly going to lean into what is possible with generative AI, we need to think about delivering anticipatory customer experiences where brands and services are providing benefits to users' lives rather than just reacting with customized content.” Read the article.?

Google Search Is Still Thriving Despite a Shift to AI (Fast Company)?

How are marketers adjusting to Google’s AI-infused changes? In May, Google introduced an AI feature that provides conversational responses to people’s queries, pushing the usual display of related links to other sites lower on the search page. Despite publishers' concerns the change would impact site traffic, Alphabet Inc’s second-quarter earnings report indicates that Google is still “reeling in advertisers.” Read the article.?

FAKE FACTS

Olympic torchbearer Snoop Dogg requests blunt of equal proportions.

Cookie Monster is sad cookies won't be eliminated because he'd already begun to implement brownies.

WATCH

Why Brand Transformation Is a Catalyst for Business Transformation With ETS (Brand Innovators)?

“Getting more core to the business model is a challenge we see a lot and a pattern that’s happening in the industry,” says Code and Theory Head of Brand Strategy Stacy Tarver Patterson. She joins ETS Global Chief Marketing & Innovation Officer Michelle Froah and LiveIntent, Inc.’s Greg Taylor on the Brand Innovators stage at Cannes Lions for an insightful discussion about the strategy behind the ETS rebrand and business transformation. View it now.?

Reinvent What's Possible to Create Opportunity (LinkedIn Collective Studio)?

“This is an incredible creative moment and opportunity to redesign everything. It’s the opposite of creative being threatened— it’s the most creative moment I’ve seen since I started Code and Theory in 2001,” says Code and Theory's co-founder Dan Gardner. He joins Tinuiti CMO Dalton Dorné and LinkedIn's Yolanda Zaw at the Cannes Lions International Festival of Creativity to talk about trends shaping B2B marketing. View it now.?