As a seasoned professional in the dynamic world of marketing and technology, I find myself deeply inspired by the insights shared by these visionary leaders. Manas’ commitment to collaboration and co-creation resonates strongly with my own philosophy – after all, two heads are always better than one!
EbMaster carried on with its three-day Executive Interview Series, sponsored by Canva, during New York’s 2024 Advertising Week. In this session, influential figures in the podcasting world such as Rachel Lindsay, Grammy-nominated artist Camila Cabello, and executives from Spotify, Warner Bros., NBCUniversal, and Ford participated. The discussions were guided by editors from EbMaster.
The discussions delved into the latest developments in technology, marketing, and the dynamic application of artificial intelligence that keeps evolving.
Below are some of the major takeaways from the second day.
Camila Cabello, Rachel Lindsay and Spotify’s Jessica Levinsohn Discuss Creativity, Connecting With Fans And What’s Next
Radio host Rachel Lindsay, musician Camila Cabello, and Jessica Levinsohn, who specializes in global brand marketing for Spotify, convened to explore how this audio platform assists them in dispersing their content, unearthing fresh creations, and their individual preferences regarding AI usage.
As a movie buff, I’d rephrase it like this: “I, being part of Team Spotify, emphasize our unique approach compared to other social media platforms. We aim to make it effortless for fans to dive into their favorite content, playlists, and creators without any annoying interruptions. To put it simply, the advertising experience on Spotify is designed to be unobtrusive. Moreover, an interesting fact is that 71% of Gen Z find us as a solution against the monotony of endless scrolling. That’s quite a positive space, and it opens up a fantastic opportunity for brands.
Recently, Spotify introduced their AI DJ on the app. This new feature is powered by their playlist-generating technology and lends a voice to it. The introduction was detailed by Xavier “X” Jernigan, the team member and head of cultural partnerships, and was written by Sulinna Ong who leads the writer’s room.
Cabello explained the significance of Spotify playlists to her music: ‘I notice that some of my tracks appear on playlists centered around moods or life themes. This is how I believe many listeners discover my music who might not have been familiar with it otherwise.’
Lindsay suggested, ‘When employing AI, here’s how I prefer it to function: It should be able to pick up on my preferred music, my mood, or other factors like that. Anything else is not what I’m looking for.’
Cabello concurred, saying, “Indeed, that’s a great demonstration of technology making things more enjoyable and pushing the boundaries of innovation.
After gaining renewed popularity as a co-host on “Higher Learning” podcast and starring as “The Bachelorette” on the ABC reality show, Lindsay has now filed for divorce from her partner Bryan Abasolo, whom she chose on the show. Despite the sadness, Lindsay sees this latest phase in her life as a chance to start fresh and create something new.
Initially when Bill Simmons approached me, he asked, ‘Aren’t you interested in pursuing something you can be truly proud of and excited about?’ I hesitated, thinking I already was. However, upon reflection, perhaps not,” Lindsay admitted.
Lindsay acknowledged that the ex-sportscaster and cultural commentator (who co-founded The Ringer and numerous popular podcasts) was correct. “There’s not much about divorced women in their thirties who desire children but haven’t used apps… I aim to establish a platform where these women, or even men, can gather and build a community. They can find comfort in realizing they’re not alone, have a good laugh at themselves, avoid feelings of embarrassment or shame. Perhaps they might even find companionship. That’s something I want to create on this platform, and potentially collaborate with Spotify.
Despite the expansion of the audio platform through podcasts and audiobooks, music continues to hold significance, even among the youth. As Cabello expressed, “Music is a constant presence in every moment of every day.
NBCUniversal’s Jamie Cutburth and Canva’s Frank Cortese Discuss Trust, Innovation and Brand Partnerships
NBCUniversal’s Vice President of Creative Partnerships, Jamie Cutburth, recently had a discussion with Canva’s Global Head of Brand Media, Frank Cortese, to explore the rising significance of collaborations between television shows and products in today’s advertising landscape. Moreover, they revealed some of the digital tools their teams employ to construct targeted, regionally-focused, and influential ad campaigns.
Sharing an example of a fruitful alliance, Cutburth brought up NBC’s recent teamwork with the cosmetics brand Maybelline, alongside their hit reality show “Love Island.
NBCUniversal successfully incorporated brand partnerships within the entire “Love Island” season, and devised a digital, social, and experiential campaign around it. To illustrate this, they brought the essence of Fiji to the U.S., hosting pop-up experiences in cities like New York, Chicago, and of course, the Jersey Shore – the ideal locations to experience Fiji. He playfully added, “We did that because that’s where you get the best taste of Fiji.” He further emphasized, “These are just a few instances of how we adapt to the evolving ways people consume media and transform our content campaigns and strategies in collaboration with our brand partners.
Beyond this, Cortese outlined that for Canva, building and maintaining partnerships is achieved primarily through openness. He further detailed the evolution of the graphic design platform over the past decade, with a focus on enabling individuals to design, while hinting at its future direction: “The next ten years will be dedicated to equipping organizations with design capabilities.
Canva’s purpose is consistently emphasized as being to provide organizations, fan groups, and individuals with the necessary tools for efficient content creation. This includes tools for rapid translation, swiftly generating content such as presentations, documents, or social media posts, and utilizing AI to accelerate workflows and get content online even more promptly. In essence, our goal is to help partners speed up their content production process.
The Future of Ford: In-Car Entertainment that Includes Streaming (While Parked)
Kelly Donahue, Head of Brand and Content at Ford Integrated Services, recently had a chat with Todd Spangler from EbMaster’s, where they delved into the details of Ford’s latest venture – its technological integration division.
Ford Integrated Services operates at the crossroads of “hardware and software,” providing customers with advanced features such as autonomous highway driving and sophisticated security systems that can be managed via smartphones. The objective behind these services, as seen by Donahue and her team, is to instill a sense of reassurance and effectively return some time to their customers.
Boosting their entertainment options ranks among Ford’s top priorities, with a focus on integrating your preferred streaming applications onto the central console screen. Donahue explained that the new Ford Digital Experience software will enable you to stream Prime Video, Tubi, Peacock, or Max directly on the center screen while the vehicle is parked.
Beyond just product creation, Ford Integrated Services additionally generates internal content, including instructional videos and promotional educational material about the brand’s latest innovations. Donahue underlined her main focus is enhancing “customer experience,” leveraging the period following a client purchasing a new Ford vehicle.
Donahue expressed great enthusiasm about establishing an in-house content team. Having worked at agencies and being on both sides of the equation, he believes that producing top-notch creative content efficiently can be achieved with a small, strong, dynamic team. The real opportunity lies after customers leave the dealership, where our aim is to encourage them to try out a trial or utilize their security package.
Cameron Curtis, EVP of Global Digital Marketing at Warner Bros. Discusses How Fans Hold the Key to ‘Authentic’ Advertising
As a movie enthusiast, I had the pleasure of chatting with Cameron Curtis, Warner Bros.’ Executive Vice President of Global Digital Marketing, and EbMaster’s co-editor-in-chief Cynthia Littleton about their innovative strategies for connecting with diverse audiences. It was fascinating to learn how this 101-year-old studio is continually pushing boundaries in the entertainment industry.
Warner Bros.’ movie “Dune 2” ranked fourth among the highest-earning films of 2024. Curtis attributes a portion of its success to their strategic use of their stellar cast and offering fans exclusive glimpses into the film’s production via social media platforms such as TikTok.
Curtis shared that our production team showcased the movie ‘Dune’ globally, offering viewers an up-close experience. The studio discovered that using TikTok’s Spotlight feature significantly boosted the visibility of all the material we were generating during this worldwide promotional campaign. In essence, this tool consolidated all the resources we were creating into a single location. So, when fans looked for or wanted to explore ‘Dune,’ they encountered an array of fantastic content.
They’ve become more lenient regarding strict copyright rules that were enforced in the past. Earlier, studios often sued or took legal action against fans for using their logos and trademarks. However, now, Curtis and his team are advocating for fans to engage with their narratives wholeheartedly, believing this form of engagement is the strongest marketing strategy.
What matters most is ensuring it appears genuine. If it looks like a typical advertisement, we’ve learned to ignore it. However, when you genuinely connect and present yourself authentically on a platform, that can make an enormous difference worldwide.
The Global Head of OMD Worldwide Discusses the Future of Media: Artificial Intelligence, Changing Consumer Habits, and OMD’s Approach to Innovation
As a passionate moviegoer, I’d rephrase it like this: In the heart of the digital era, I, as the CEO of OMD Worldwide, recently shared insights with EbMaster during Ad Week about our strategic moves forward. We discussed how we intend to navigate the challenges and opportunities brought by generative AI in the expanding digital landscape. Frankly, I’m thrilled by the potential of AI, and I can already see the advantages it offers us. With this powerful tool at our disposal, we can analyze a larger volume of data, helping us to better understand general market trends and stay ahead in the game.
By utilizing their marketing orchestration platform, Omni, OMD has enabled all their teams worldwide to incorporate generative AI. With over 13,000 employees spread across more than 90 markets, this technology empowers them to make swift, informed decisions. It does so by processing vast amounts of data, revealing insights, and automating routine tasks. This frees up mental resources for the organization, allowing them to focus on delivering greater value to their clients.
Manas encourages teams to excel and break barriers in a tough market by emphasizing three key aspects: the team members, their collaborative approach, and the brand’s vision. The executive states, “Together, we shape the future,” which signifies the agency’s dedication to working closely with clients and partners to develop groundbreaking solutions.
Manas emphasized the importance of working together with our clients, the market, and partners in creating solutions. He believes we’ve stepped into a new era where the client-agency relationship transcends transactions and evolves into a profound and intimate partnership unlike any before. The collaborative spirit embodied in this co-creation process, he thinks, is what truly distinguishes us.
Jonathan H. Adashek from IBM On How Story Showing, Not Just Storytelling Drives Innovation
I had the pleasure of sharing insights with EbMaster during Ad Week as the Senior Vice President of Marketing Communications at IBM, discussing our strategic application of Artificial Intelligence (AI) and ways we optimize technology to better connect with consumers.
Initially, Adashek delved into finding out the most significant hurdles when it comes to explaining how AI could benefit a company.
He pointed out that many businesses are currently grappling with finding the right application for AI. They’re still trying to determine how best to utilize AI within their own operations. Some companies are testing the waters, while others are becoming more daring, immersing themselves further and making people comfortable with the potential benefits of their data.
At the US Open tournament alone, Adashek shared that they collected an impressive 7 million data points over its two-week duration. Considering a typical company operating all year round and managing numerous customers or clients, you can imagine the vast amount of data they might handle. This massive volume of information can often seem overwhelming to tackle. However, this is where AI technology, specifically IBM, steps in to offer assistance.
Adashek compared AI to an iceberg, stating, “The visible 20% at the surface is what we see – consumer applications of AI. However, our main focus lies beneath, in the 80% submerged part, where significant enterprise transformations and business changes will occur.
Adashek mentioned that IBM is concentrating on the intricate effects of AI, which will facilitate the creation of new business strategies. He provided examples like altering how Human Resources functions or managing the supply chain, stating that automation could simplify complex processes such as relocating offices, promoting staff, and recruiting personnel.
Adashek stated, “People have the ability to adjust their schedules to focus on tasks that generate greater value. Currently, an average designer at IBM spends around 80% of their time on work that’s similar to something already created. With AI and automation, I believe we can decrease this by 30%. This would result in a stronger design team capable of creating superior experiences for our clients.
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2024-10-10 04:49