Marketing Inspiration #43

Three Data Driven Marketing Insights from Automated Creative

1. Top Tip from the Shiny New Object Podcast

Simon Peel, Haleon’s VP of Global Marketing, taught us: “Don’t listen to everyone” - on the Shiny New Object Podcast.

You don’t need to adhere to everyone’s ideas and opinions. Because if you do, you just don’t do anything. You're so hampered by a shackle that, you know, you've got all of these sort of conflicting ideas from different people that are holding you back.

Simon urges marketers to make their own judgment, then stick to their instincts without worrying about what others may say. Additionally, keeping it simple makes advertising effective: don’t talk in corporate jargon and “make it as simple as possible for people to understand why they should buy a product.”

More insights from Simon on the podcast:

2. How to Make Ads Better - from Advertisers Watching Ads

Google Maps is everywhere, but are there still rugged unmapped places for explorers to enjoy? Yeti created a fun activation with Google Maps for their ad “Map the Gaps”- speaking to their target audience in a creative and effective fashion.

Arijit Sengupta, ex Global Marketing Head at Reckitt, currently CMO of Zydus Wellness, summarised it:

“At a functional level it's saying that our products are so rugged, built for the wild that... let's take a superlative. We're going to go to a really wild place which isn't even on the map. And that's where we're going to take our product. At an emotive level... You know, this whole brand is about, you know, talking to the explorer in all of us, you know, who has that wanderlust to walk off the beaten path and go to the edge of the world. And that's what this campaign is speaking to.”

Watch the ad and listen to our analysis:

3. Insight from Our Work

Genuine brands need human intervention when working with AI, but automation can help them scale their content globally and at speed. When working with Bose, we helped the brand retain its authentic human-produced content while using ad automation to create globally and day-part appropriate videos, which they could then test and draw insights from.

As CMO Jim Mollica puts it: “I still believe that [marketing is] part art and part science, but technology can help increase the probability of success, and that is engagement with your audience.”

You can listen to Jim talk about working with Automated Creative and Bose’s creative effectiveness challenges here:

Read more on our website.