There’s a sea change with the advancements in data and AI. As ad spending continues to be a prominent line item for marketers, AI is reshaping advertising, especially with its predictive capabilities.
In this podcast episode, Tom Roach (VP, Brand Strategy at JellyFish) and Suruchi Bhargava (CMO, Ciente) cover AI’s role in branding, the economic impact of advertising, mindshare & metrics to measure it, and the very intense brand vs performance debate.
Brands spend on advertising to create memories in people’s minds. Most people aren’t actively buying 24*7, so you’re probably out of the market for a certain thing more than you’re in it.
The real flex? Being at the top of people’s minds when they think about your product category. If they remember you first, you’ve already won half the battle.
Check it out!
About the Guest:
Tom is a marketing and brand strategist with over two decades of experience in some of the world’s best agencies, including DDB, BBH, Leo Burnett and BBDO, and multiple gold and silver IPA Effectiveness Awards to his name. His columns for Marketing Week and blogs on creative effectiveness are required reading in the industry.
He’s now VP Brand Strategy at new era marketing company Jellyfish, part of the Brandtech Group, where he works across their global client portfolio to deliver more effective digital marketing strategy and execution.
Before moving to Jellyfish, he was Executive Strategy Director and Head of Effectiveness at adam&eveDDB, where he worked alongside ‘Godfather of Effectiveness’ Les Binet.
He is in demand as a speaker at major marketing industry events, including at SXSW, Cannes Lions, Google Firestarters and the IPA’s Effweek.