April conference on the creator economy, influencer marketing and more

The creators, brand marketers and agency founders taking the stage include:

Rod Thill, creator
Casey Terrell, chief marketing officer, Krystal Restaurants
Justin Stefanovic, senior VP of partnerships, Misfits Gaming Group
Heather Sparks, senior VP of content, Zenith Media
Karen Schuchardt, senior VP of content and talent rartnerships for advertising and partnerships, NBCUniversal
Heather Riccobono, director of influencer marketing, August United / McKinney
Christina Najjar a.k.a. Tinx, creator
James Myrick, general manager of AI SaaS, BENlabs
Kelley Myers, head of social media for consumer brands, Microsoft
Rajiv Mody, VP of emerging channels and brand growth, AARP
Ryan McGowan, senior communications strategy manager, Reckitt
Nicolle Lopez, social media manager, Amtrak
Phillip Lee, assistant manager of media strategy, American Honda
Shira Lazar, CEO, What’s Trending
Laurie Lam, chief brand officer, e.l.f. Beauty
Sophie Jamison, chief TikTok officer, Made By Gather
Kim Iadevaia, head of partnerships and marketing, Influential
Tiffany Hardin, founder and CEO, Gild Creative Group
Ed East, founder and global CEO, Billion Dollar Boy
Jill Cress, chief marketing and experience officer, H&R Block
Sara Crane, content strategist, Olipop
TJ Ciro, senior VP and head of strategic partnerships, Opendorse
Keely Cat-Wells, founder, C Talent
Alyssa Castaneda, head of social media, Penguin Random House
Meredith Almond, manager of social media, Jimmy John’s

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MAA Ad of the Week: Pot Noodle by adam&eveDDB

Cries for help from all over UK adland: where are the decent ads? Well good old adam&eveDDB normally rides to the rescue (not on a black horse, we hope) and here it is again, a thoughtful essay on Pot Noodles and holes. Or potholes, of course.

If A&E CCO Richard Brim ever decides to try his hand at something else – or retire to a monastery (unlikely) – then we’re all doomed.

PS Thought Campaign was bringing back its (unlamented) ‘Turkey of the Week.’ So far, no show. Maybe there are too many of them to choose from.

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Disney exits metaverse—what it means for Web3 marketing

Fuzzy concept

One of the biggest issues is Disney never quite defined what its metaverse strategy was. Former CEO Chapek vaguely discussed uniting Disney’s real-life properties with virtual reality. “We’ll be able to connect the physical and digital worlds even more closely,” Chapek said during a 2021 earnings call, referring to the metaverse initiative.

Disney declined to comment for this story. Bob Iger returned as CEO, where he had been the leader from 2005 to 2020, in November. Iger has identified content, technology and new markets as the three pillars for Disney. This week, Disney started a round of layoffs that will affect 7,000 workers, about 3% of the staff, which included an estimated 50 people on its metaverse business.

Montse Cebrian, a senior technical program manager on Disney’s “next generation storytelling” team, posted on LinkedIn this week: “OK, I’ll cut to the chase: Yes, the secret (and super amazing) project I was working on at Disney has been shut down.”

The changes don’t mean Disney is out of the technology game, of course. Disney is celebrating its 100th birthday this year. The company is known for visual graphics, animatronics, movie making and internet services. Earlier this month, Josh D’Amaro, chairman of experiences and products at Disney Parks, was at SXSW in Austin, Texas, the tech and media festival, where he did a presentation about robots and motion capture.

Read more: The latest SXSW news

Niantic, the developer of Pokémon Go, is an example of a tech company that has spun popular IP into an augmented reality world. Since 2016, Pokémon Go fans have been on treasure hunts in real life to capture the digital characters made famous as a Nintendo game in the 1990s.  

“It’s long been our stance that we need to think about the next generation of technology and connection as more than just virtual worlds,” said Caitlin Lacey, Niantic’s senior director, product marketing, AR developer platform, in an email to Ad Age. “This narrow view does a disservice to the many technologies—augmented reality, virtual reality, Web3, AI, etc.—that are already playing significant roles in strategies that blend and connect the physical and digital worlds.”

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EOS Unmanhandle your face Adland®

So the overarching message is twofold:

Men shouldn’t choose overly masculine or stereotypically masculine or toxically masculine products. Do those even still exist? Not in the shaving category to my knowledge. Duke Cannon? Nope. Axe? They’re now partnering with Lil Baby to rap about the smell of their products, so maybe that’s a bad thing? Edge Shave Gel just posts product photos on its Facebook page. Old school brands like Barbasol’s “Can of Can-Do” touts the benefits of giving you a close shave. Other youth-oriented brands like Dr. Squatch sometimes veers into juvenile territory since it resonates with their demographic. But for every “don’t smell like the soap your mom picked for you”, commercial they post tons more content that touts their organic ingredients, unboxing videos, collabs with Star Wars and the like. Their influencer game is strong and everyone in their ads seems happy.

What really strikes me is that no one is happy in this Eos campaign. I get that the bogeyman character is supposed to be a dick. But the hero guy just looks sad and wants to be left alone. In this sense, he represents consumers in general. Even the woman who hands him the product and reads from the brief sounds like she pities him.

Also, what does 24-hour hydration mean? They don’t explain of course, but at least they only left us with one benefit rather than three. I am unaware of any shaving cream that doesn’t moisturize one’s face.

Then again, this is grocery store shaving cream. Since there is no difference between Eos and any other brand on the shelf, it’s a parity product.

And now that there are so-called right-leaning products like Jeremy’s Razors carving out a “woke” alternative (whatever that means) the landscape is getting even more crowded.

The only thing all brands care about is getting your money. And they’ll do whatever it takes to get it. Including manipulating your feelings, shaming you, telling you you aren’t a real man if you don’t buy our products, or telling you that real men don’t buy our competitor’s products.

In other words, advertising gonna advertise.

It’s cynical. It’s formulaic. And it smells.

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Why women in advertising don’t need men to empower them

Send it!

In extreme sports, only the extraordinary survive. Pushing into uncertainty to achieve the extraordinary is termed “sending it.” There’s no room for hesitation or self-doubt. Practice acting on instinct, then show other women how. It’s a skill that can be strengthened like a muscle. 

Command conversations

Women tend to yield to colleagues, especially men with more seniority, and are often cut off, interrupted and overlooked. We don’t have to lead a meeting to take over a conversation. More than just speaking up ourselves—which is critical—we need to look out for the woman who’s too polite to interrupt, disagree or claim credit for ideas and results. And we need to prompt her to speak up and claim the credit on the spot. 

Ban the apology

Somewhere back in the day, advertising women started apologizing for all the little things—a typo, a minor correction, a rescheduling—to keep peace in the room. We need to cancel the apology instinct and remove “I’m sorry” from our vocabularies; these only reinforce self-doubt. 

Make a brag book

Just for you. Record all your accomplishments, with words, photos and videos. Look at it ritually. Celebrate it. Then make one for a young woman to help kick her off. You’ll shine brighter, too. 

Advertising is a team sport. When women play as a team, we change things. Just look at #metoo. We know who we are and how we succeed. When we focus our energy on elevating ourselves and each other in everyday ways, we’ll lift the industry altogether. 

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Funny cuts both ways: EA Sports and Rustlers

Posted by: Stephen Foster

in Advertisers, Agencies, Creative, News

11 mins ago

We haven’t had many ads this week -does anyone make them any more? – but we’ve found a couple. First up EA Sports from 20something.

Watched it twice and still haven’t the faintest idea what it’s about – have you?

This one for Rustlers from Droga5, directed by Jeff Low, hails from 2020 but it’s getting heavy airing in the UK now.

D5 has produced some weird and not always wonderful efforts for Rustlers but this 30-second version is both (the original longer one including a faux funeral is, well, too long.)

A David Kolbusz reminder perhaps.

MAA creative scales

EA Sports: 2.

Rustlers: 8.

EA Sports featured Rustlers 2023-03-30

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Third-party government services advertising pilot

March 29, 2023

1-minute read

We’re excited to announce that starting today, we’ll begin a pilot to allow advertising by delegated or authorized providers of certain government services with review and pre-approval.

This advertising will be limited to the Microsoft Advertising Search Network and Microsoft Audience Network in the United States. Other markets aren’t available at this time.

Only the following government products/services will be considered during this pilot unless otherwise approved by Microsoft:

• Recreational passes/licenses including but not limited to, hunting license, fishing license, national park pass, forest pass, among others.
• Vehicle registration and title services including but not limited to registration renewal, replacement of lost title, replacement of lost tabs/sticker, among others.
• Vital records including but not limited to birth certificates, death certificates, marriage certificates, among others.

Advertisers must apply for participation in the pilot. The following information will be required:

• The products/services that they plan to advertise.
• A list of states that they’ll be targeting for each product/service.
• Proof of delegation/authorization for each product/service in the applicable state where they’ll be advertising.

Advertisers must comply with all regulatory and licensing requirements for the specific locations where their ads will be served. Additionally, they must comply with all Microsoft Advertising policies.

More information

To learn about the policies for this pilot, visit our pilot policy page, the policy will include the application link. To learn about other Microsoft Advertising policies or guidelines, visit our policy site.

Stay informed

Sign up for the Microsoft Advertising Insider newsletter to keep up with the latest insights, product news, tips and tricks, thought leadership, customer success stories, and resources.

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Can EssenceMediacom’s revamped Creative Futures bring media and creative back together?

Stef Calcraft’s excursions into the media world since he left Mother, the agency he co-founded after a career as a senior client, have been interesting.

First he became executive chairman of Dentsu Aegis Network UK (mainly but not exclusively media agencies) and then joined WPP’s Mediacom, initially as head of Creative Systems. Now he’s been annointed as global chief executive of Creative Futures at EssenceMedia.com, a new unit of the recently-merged two big WPP media agencies.

So what is this exactly?

Calcraft says: “We are seeing our focus on integration and creative transformation driving breakthrough work and results for our clients, both within and beyond advertising.

“Our growth model brings together the most diverse, creative and innovative teams around the world and integrates them seamlessly into our client teams, media, platform and WPP partners.

“Creative Futures is single-mindedly focused on the future of creativity and the breakthrough results this delivers for our people, clients, and partners.”

EssenceMediacom says the new division will “help clients navigate and leverage the explosion in opportunities in the burgeoning new communications economy.”

But aren’t there other agencies that do (or try to do) this, many dotted around the WPP empire which includes AKQA Group (incorporating Grey), Ogilvy, VMLY&R and Wunderman Thompson?

Once upon a time, of course, creative and media were housed under the same roof in the good old days of so-called full service. Then the relatively unremarked (sometimes underpaid) media lot broke away, mostly to be bought back by the big holding companies once they’d driven a coach and horses through agency margins.

Various attempts to re-unite the two have since foundered and, from time to time, media agencies have tried to eat what’s left of creative agency lunches by launching their own units, sometimes even with a global CCO in place (usually someone you’d never heard of.)

The root of the problem, apart from the existence of entrenched managerial empires, is that most media people don’t understand creative. Their job is to get the client’s message in front of as many people as possible as profitably as possible. Even if millions of so-called consumers are actually digital bots. Do they actually care much about what’s in the message, let alone know how to create it?

Calcraft has quite a pedigree at Mother, still one of the world’s best agencies (and one of the smartest commercially) after nearly 30 years in business. So presumably he knows what he’s talking about and has a clear idea of what he, and WPP ultimately, want to achieve.

To a more cynical soul it may sound like mission creep, even part of the ancient game of confuse-a-client.

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Church & Dwight’s approach to digital growth and value pricing

It helps that Church & Dwight’s biggest brand—Arm & Hammer—is a value brand, and that 40% of the company’s sales are value brands, a much higher mix than competitors have.

Strong consumer response, including outperforming expected response benchmarks on Meta properties and TikTok, shows the ad “speaks to what the consumer needs,” she said.

The company has acquired seven brands in the past 20 years, including TheraBreath two years ago and Mighty Patch acne treatments last year.

“It takes a different muscle to be so good at M&A,” Pokhriyal said. And the brands Church & Dwight goes after tend to be “digitally savvy and native,” which means the rest of the company can learn from them.

Like other marketers, Church & Dwight is spending more on connected TV and retail media, and looking to take advantage of the convergence of the two in using retail data to help shape buys on CTV and outside retailer properties.

All of that is reshaping how both Church & Dwight and retailers work, Pokhriyal said.

“We have sales and marketing share objectives,” she said. “That’s a new way of thinking: How do we make sure that these silos go away, so we don’t get sort of nickeled and dimed for every single transaction we are doing with the retailer.”

 

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Dude London expands with creative hires

Independent creative agency Dude London has hired Grey Creative Director Tomas Gianelli (below) and a made series of further creative hires to join the growing team after a number of new business wins.

Gianelli’s experience with international brands such as Carlsberg and Nestlé, and national clients like Very.co.uk complement the Dude client line up of international and national clients including Affinity Petcare, Trainline and Campari.

Gianelli will work directly with ECD Curro Piqueras and London CEO Francesca Spitali.

Piqueras says: “Tomás comes to DUDE at the right time to do great things and make DUDE London Thrive. His experience at some of the world’s top agencies will be key to leading a department of ten talented creatives from eight nationalities.”

Chilean-born Gianelli worked at Ogilvy, BBDO and Ponce in Buenos Aires for local, regional, and global clients. He was at Mother BA for over five years, before moving to London where he helped set up a new agency, TheOr, backed by the original founders.

Also joining the expanding creative team are Marta Morientes and Vic D’Andrea from MediaMonks. Pietro Soldi joins as head of art.

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WPP doubles down on influencers with Obviously buy

WPP has bought its second influencer agency in a week, buying social influencer agency Obviously hard on the heels of Goat. Obviously will join WPP’s VMLY&R network.

Founded by Mae Karwowski and Maxime Domain in 2014, Obviously’s clients include Google, Ford, Ulta Beauty and Amazon. It employs 100 people in San Francisco and Paris.

CEO Karwowski says: “Obviously’s ability to match each client’s unique needs while delivering at a global scale has made us a leader in influencer marketing. Our unique approach to creator-led marketing combined with our proprietary technology has resulted in explosive growth. This acquisition is the best of both worlds; we retain our agile and entrepreneurial culture while benefiting from VMLY&R’s depth of experience and global scale – resulting in accelerated growth for all.”

VMLY&R CEO Jon Cook says: “Bringing Obviously into our VMLY&R family is a clear win as clients demand more intelligent data and results in the influencer space. Obviously’s tech and data capabilities are highly innovative, and its ability to scale creator content quickly and efficiently, and in every language, makes it instantly prepared to be leveraged globally.”

Interesting timing from WPP as influencers have been under pressure recently over authenticity concerns and the rise of so-called “deinfluencers.”

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Michelob Ultra sponsors new Women’s Sports Network

Michelob Ultra is the network’s first announced brand partner, said McLean. He declined to reveal the financial terms of the Ultra deal or specify other brand partnerships. “Our goal is to go deeper with fewer brands,” he said.

The Anheuser-Busch InBev beer brand’s collaboration with the network will run for a year. It includes being named the network’s official beer, as well as running ads on the network and placing its products in a bar on the set of the network’s daily show “Game On.” McLean declined to specify what other activations will look like.

The Women’s Sports Network is available on Atmosphere, Amazon Freevee, Fubo, LG Channels on LG Smart TVs, Local Now, Plex, Sports.tv, Tubi, Roku, Vizio WatchFree+ and XumoPlay. The network promotes itself with banner ads on those channels directing viewers to its programming. Its viewership is currently 60% male and 40% female, said McLean.

Fast Studios aims to bring viewers to Women’s Sports Network by “market(ing) women’s sports like men’s sports,” said McLean. He outlined strategies including athlete interviews on “Game On,” having a presence at women’s sports events and creating content that tells athletes’ stories.

“Michelob Ultra believes women’s sports fans everywhere deserve an equal experience,” said Ricardo Marques, Michelob Ultra’s VP of marketing, in a statement. “We’re proud to continue our commitment of supporting gender equality in sports by working with partners like the Women’s Sports Network to give more people access to the athletes and sports they love.”

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Global Partner Growth Award: 1UP Digital

Have you ever wondered what makes a Microsoft Advertising Celebrated Partner special? How they utilize Microsoft Advertising to drive business and reach new customers? Or how they drive business growth in an ever-changing digital marketplace? We caught up with 1UP Digital, our Global Partner Growth Award winner and September 2022 Celebrated Partner, to get an inside look at the amazing work that earned them this exclusive title in the first place!

What are the Microsoft Advertising Partner Celebration Global Awards?

The Microsoft Advertising Partner Celebration Global Awards is a bi-annual recognition program for our Partner tier members that aims to recognize outstanding, creative, and effective work by our Partners. This program was expanded globally to all enrolled Partner tier members in September 2022 and highlights exceptional work across three awards.

PARTNER GROWTH AWARD	PARTNER CULTURE & COMMUNITY AWARD	PRODUCT CHAMPION AWARD
Awarded to the Partner that showed the most growth through revenue, new accounts, and/or certifications in the previous 6-12 months.	Awarded to the Partner who fostered diversity, equity, inclusion, opportunity, or philanthropy within their organization, in their client strategy, and/or community.	Awarded to the Partner who adopted and championed a new feature for the highest impact and results possible.

 

You could be a Celebrated Partner, too! Apply to enroll in the Microsoft Advertising Partner Program for a chance to become a Celebrated Partner during our next round of nominations starting April 3, 2023.

We had the opportunity to interview the CEO/Co-Founder at 1UP Digital, Philip Caines. 1UP Digital is our September 2022 Microsoft Advertising Celebrated Partner and Global Partner Growth Award winner.

Q: Tell us a little about 1UP Digital—history, current size, audience, and business objectives

A: 1UP Digital Marketing is a people-focused company that helps good companies do better online. We differentiate ourselves by finding the right balance of leadership, technical skills, and communication to ensure our clients know what we’re working on and what the plan is, while also keeping an eye on results.

We’re growing and currently recruiting to add to our team of 10. We work with medium-sized businesses across North America that are looking to grow by viewing their account spend as an investment and not an expense as long as there is an increased return on investment (ROI). Our ideal partners are Senior Executives of medium-sized businesses in the e-commerce, technology, tourism, or medical industries.

We’re carbon-negative, and we have a zealous and diverse team from around the world making a positive impact and serving organizations with top-level digital marketing services.

Q: What is 1UP Digital’s vision, mission, or specialization?

A: Our purpose is helping good organizations grow online. We help organizations that are focused on making the world a better place, growing their positive impact, and influencing others, all while creating one of the best places to work. We specialize in performance marketing and driving the most value out of digital marketing spend.

Q: What impact to your business have you been able to drive with Microsoft Advertising?

A: We’ve seen great success in Microsoft Advertising for our clients, which has given other clients the confidence to add Microsoft Advertising to their marketing strategy. The specialized targeting has been a great selling feature for our business-to-business (B2B) clients in particular. These two components combined have strengthened our ability to pitch for diversified advertising opportunities with potential clients.

Q: What are your favorite tools or features within Microsoft Advertising and why?

A: We like the ability to target users by industry and job function, and also to target specific companies with positive bid adjusters applied accordingly. This really helps with more B2B and account-based marketing, as several of our clients aren’t business-to-consumer (B2C) focused. Our team also likes Microsoft Clarity for user behavior insights. We’ve moved many clients from costly, site-slowing alternatives to Microsoft Clarity because of its amazing heat mapping and recording tool. This has helped us leave a positive impact on our clients!

Q: What’s your greatest success with Microsoft Advertising so far?

A: Over the past 12 months, one of our clients saw a 9,440% increase in conversions with an 819% increase in ad spend. Another one of our clients saw an increase of 1,525% in conversions with a 198% spend increase. With these numbers, we’ve been able to show our clients and potential new clients the value that Microsoft Advertising offers, and grow our client base by 30%. We wouldn’t have been able to achieve these results for our clients without our partnership.

Q: How do you see your relationship progressing with Microsoft Advertising and why?

A: Our team is grateful for the growth opportunities offered by Microsoft Advertising and is intrigued to see how Multi-platform with Smart Campaigns will allow us to extend client advertising across Microsoft, Google, Facebook, Instagram, all from one channel.

We see our relationship continuing to grow as we show the value Microsoft Advertising offers to our clients. We look forward to exploring more exciting Microsoft Advertising opportunities with our clients as they become available.

Q: Have you had any positive experiences or working relationships with people who work within Microsoft Advertising or Microsoft Advertising Support?

A: Every experience and encounter with those working within Microsoft Advertising has been positive, responsive, and resourceful. We also have access to Microsoft Advertising Specialists to go through the suggested optimizations for key accounts, which proves to be helpful with results.

Q: How does your company embody the Global Partner Growth Award?

A: There’s one thing we can count on in digital marketing: Constant change! We believe this provides us with the ultimate ability to grow, especially when working with partners like Microsoft Advertising that not only keep up with, but lead change. We strive to be leaders of change and growth in digital marketing.

We embody growth through one of our core values, “We Lead”. Leading growth for our clients and team is something we strive to achieve every day.

“We Care” is another one of our core values that drives our team. In this industry, and during these remote times, it’s easy to forget that it’s the people behind every business. Many companies focus solely on metrics and results, while neglecting the relationships and people behind the business.

While we pride ourselves on driving fantastic results, we also prioritize open communication, empathy, humor, and transparency, which lead to great relationships with our clients. We know caring about people, both internally and externally, will empower people to grow and prosper.

Q: How has Microsoft Advertising been able to help you reach new customers and grow your business?

A: Over the past 12 months, we’ve seen significant client growth with the help of Microsoft Advertising. Our team has developed our Microsoft Advertising skills by completing the certifications to become Microsoft Advertising Certified Professionals, which has amplified our abilities and shown impressive results for our clients.

We enabled our clients to not only survive but thrive through the tumultuous, unprecedented times of the COVID pandemic, and expand our client base from mostly the tourism industry to increased tech, software as a service (SaaS), and e-commerce clients.

We’ve grown our client base by 30% and have tripled ad spend with Microsoft Advertising over the past 12 months. This increase in clients and ad spend has enabled us to see a huge increase in conversions during this transitionary time for our clients.

Thank you to Philip Caines and the team at 1UP Digital for walking us through how they utilize Microsoft Advertising, which products they use to drive results, and how partnering with Microsoft Advertising has positively impacted their business!

Don’t miss out on our other Partner Celebration Global Award Winner spotlights—Wriggle Marketing and Trader Interactive—or your next chance to become a Celebrated Partner during our next round of nominations starting April 3, 2023.

If you haven’t enrolled in the Microsoft Advertising Partner Program yet, make sure that you apply at microsoftadvertisingpartners.com so you’re eligible for the next round.

If you’re an enrolled Partner, stay connected with us and up to speed on all things Partner-related by joining the Microsoft Advertising Partner Community on LinkedIn.

Help us improve Microsoft Advertising

Your comments and feedback are integral to shape and improve our product. You can use the Microsoft Advertising Feedback portal, in-product feedback, Twitter, or Instagram. You can also email us at advertising-feedback@microsoft.com or contact Support.

Stay informed

Sign up for the Microsoft Advertising Insider newsletter to keep up with the latest insights, product news, tips and tricks, thought leadership, customer success stories, and resources.

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Ocean Outdoor’s environmental ad fund to support 13 causes fighting climate change

As the world reaches a pivotal moment in climate change and the future of Britain’s wildlife hangs in the balance, Ocean Outdoor is to support 13 environmental charities under its Drops In The Ocean programme.

Two leading UK conservation organisations, the Wildfowl & Wetlands Trust (WWT) and the Canal & River Trust (both below), will both be given substantial space on Ocean’s outdoor screens across the UK, mobilising local communities as nature activists to help reverse the biodiversity crisis.

Internationally, the Coral Restoration Foundation has also been awarded airtime to amplify its ambitious global reef restoration programmes designed to turn the tide on ecosystems on the brink through community action.

Photo credit Alexander Neufeld.

Wetlands help in the fight against the climate emergency by storing more carbon than forests. The WWT’s Wetlands Can campaign calls for the creation of 100,000 hectares of wetlands in the UK and for a million people to come together as wetlands activists to make this happen. The Canal & River Trust, which looks after 2,000 miles of British waterways, is working to prevent pollution from harmful plastic litter.

Under its Drops in the Ocean initiative, Ocean donates 2% of the Group’s annual reported revenue to environmental charities in the form of advertising value across the company’s extensive UK digital screen network.

Ocean chief marketing officer Richard Malton says: “We have reached a pivotal moment in climate change. Every single one of our chosen charities is taking action, five of them addressing problems on our own doorstep.

“Sir David Attenborough has warned that Britain is one of the most nature depleted countries in the world. Through our advertising network, Drops in The Ocean will invest in the future of wildlife, habitats and vulnerable communities both here and overseas and our mission is to get everyone on board.”

Madalen Howard, communications and outreach coordinator at the Coral Restoration Foundation, says: “Our coral reef restoration efforts at Coral Restoration Foundation have proven successful on a large scale, providing a glimmer of hope for the preservation of our planet’s disappearing biodiversity.

“We are thrilled to have been awarded a place in the Drops in the Ocean campaign, as this platform will allow us to reach millions and inspire them with the success of our mission to take small actions that make a big impact. Together, we can raise the reef and empower the public to create positive change for our planet’s future.”

Peter Lee, head of philanthropy at the Wildfowl & Wetlands Trust (WWT), says: “We are thrilled to have been selected for Ocean Outdoor’s Drops in the Ocean initiative. Their expertise and premium digital outdoor screens in UK’s top cities and retail spaces will allow WWT to engage with audiences we couldn’t normally reach.

“This is important because despite wetlands, such as rivers, marshes and ponds, supporting 40% of all species and protecting communities from the devastating impacts of climate change their superpowers are being seriously overlooked. We’ve lost 75% in the UK and over half the British public don’t know what they are. Ocean Outdoor’s incredible generosity can help us change this by raising awareness and inspiring many more people to take action for wetlands to help combat today’s climate and nature crises.”

Nicky Wakeford, head of marketing and supporter development at the Canal & River Trust, says: “We are absolutely delighted to have been chosen for the Drops in the Ocean Fund. Having access to Ocean’s large portfolio of outdoor sites, and the opportunity it gives a charity like Canal & River Trust to reach millions more people with our campaign messages, is tremendous.

“We can’t wait to start working with their team to deliver some high impact advertising and generate even greater support for our nation’s canals and rivers.”

A further nine charities will be given £100,000 ad space each to help redouble their efforts, including last year’s beneficiaries Pipal Tree and Just Diggit (both below), who are working to reverse climate change in Nepal and Africa where marginalised rural communities are on the front line; the Marine Conservation Society; Blue Marine Foundation also below) and Cornwall based Our Only World.

This demonstrates that while urgent action is underway what such charities need is visibility to spread the word and attract public support. Other chosen causes protecting and restoring key habitats and degraded lands include the World Land Trust, The Earthshot Prize, the Gaia Foundation, Ranger Lab and the Global Evergreening Alliance. All 13 campaigns will appear over the next nine months.

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Leading Women 2023 submissions: deadline March 28

Leading Women honors women who are changing the industry anywhere in the world and driving business forward at companies of all kinds, including brands, agencies, technology providers and media platforms.

In partnership with Ally, Rising Stars celebrates up-and-comers who, in no more than three years with their current companies, have already made an impact on the marketing and advertising community. Last year’s honorees included a duo from Australia who built a mentor and ally program to support women and other marginalized genders in creative industries; an account manager who helped launch the first-ever crowdsourced TikTok movie; and a brand-side marketing manager who brought a major beer brand into the metaverse.

Enter here by 5 p.m. EDT Tuesday, March 28, 2023.

Nominees for Leading Women and Rising Stars can reside and work anywhere in the world. Honorees will be announced in May and celebrated at our annual Leading Women event, taking place this year on Aug. 8 in New York.

 

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Quotient’s Retail Ad Network Launches to Simplify and Consolidate Off-Site Retail Media Campaigns Through One Holistic Platform

The network unifies the fragmented retail media landscape and brings massive scale, robust measurement, convenience of execution and data transparency.

SALT LAKE CITY — Quotient (NYSE: QUOT), a leading digital media and promotions technology company, today announced the launch of its Retail Ad Network that aggregates individual retail media networks to enable advertisers to target, manage, execute and measure off-site campaigns across multiple retailers through one central, transparent platform.

“The lack of consolidation and measurement standards in retail media has, we believe, created an opportunity for Quotient to become the centralized touchpoint for retail media campaigns. We’re excited to launch the Retail Ad Network, with the ability to combine retail media campaigns with digital coupons to drive further conversion.”

For brands, Quotient’s Retail Ad Network creates an “easy button” for planning and executing scaled yet targeted off-site media to drive omnichannel traffic and sales, with the ability to combine with digital coupons to further incentivize action.

“With more and more players continuing to enter the retail media landscape with their own networks, it’s becoming increasingly difficult for CPG and other brands to resource and navigate the fragmented space, determine where to allocate their budgets and measure campaigns holistically,” said Henri Lellouche, VP of Retail and Partnerships at Quotient. “The lack of consolidation and measurement standards in retail media has, we believe, created an opportunity for Quotient to become the centralized touchpoint for retail media campaigns. We’re excited to launch the Retail Ad Network, with the ability to combine retail media campaigns with digital coupons to drive further conversion.”

Campaigns executed through the new Retail Ad Network are delivered programmatically by Quotient’s dedicated demand side platform (DSP) across extensive brand-safe inventory on the open web and digital out-of-home (DOOH) properties. Powered by addressable retailer first-party consumer purchase data and Quotient’s proprietary location intelligence data, the technology serves dynamic, co-branded creative targeted to specific customer segments to reach qualified shoppers with relevant content and drive conversion. Once a campaign is live, Quotient’s advanced measurement capabilities deliver transparent performance metrics of attributable sales by channel, creative and audience.

By aggregating media planning and buying across retailer networks, Quotient’s Retail Ad Network gives retailers of all sizes and all classes of trade the opportunity to access a larger share of ad dollars, with the scale amassed by multiple retailers within the network attracting commensurate ad investment. This solution presents a means for retailers to monetize their inventory and first-party data to generate incremental revenue. “Aggregating retailers within our network is designed to allow brands to achieve significant scale more easily. Ultimately, we believe this will empower retailers of all sizes to capture their share of the pie,” Lellouche continues.

For more information, visit quotient.com.

Forward Looking Statements

This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, Section 21E of the Securities Exchange Act of 1934, as amended and the Private Securities Litigation Reform Act of 1995. Forward-looking statements provide current expectations of future events based on certain assumptions and include any statement that does not directly relate to any historical or current fact. Actual results may differ significantly from expectations due to various risks and uncertainties including, but not limited to, Quotient’s ability to become the central touchpoint for retail media campaigns, Quotient’s ability to aggregate retailers within its network and whether such aggregation can enable brands to achieve significant scale more easily and to a significant extent, and the factors described in the Risk Factors section of Quotient’s most recently filed Annual Report on Form 10-K for the year ended December 31, 2021 filed with the SEC on March 1, 2022, as amended on April 29, 2022, and as from time to time updated in Quotient’s Quarterly Reports on Form 10-Q. These documents are available in the “SEC Filings” section of Quotient’s Investor Relations website at https://investors.quotient.com. You are cautioned not to place undue reliance on Quotient’s forward-looking statements, which speak only as of the date of this communication. Except as required by law, the Company undertakes no obligation to update any forward-looking statement to reflect events, new information or circumstances occurring after the date of this communication.

About Quotient

Quotient (NYSE: QUOT) is the leading digital media and promotions technology company that creates cohesive omnichannel brand-building and sales-driving opportunities to deliver valuable outcomes for advertisers, retailers and consumers. The Quotient platform is powered by exclusive consumer spending data, location intelligence and purchase intent data to reach millions of shoppers daily and deliver measurable, incremental sales.

Quotient partners with leading advertisers, publishers and retailers, including Clorox, Procter & Gamble, General Mills, Unilever, CVS, Dollar General and Peapod Digital Labs, a company of Ahold Delhaize USA. Quotient is headquartered in Salt Lake City, Utah, and has offices across the US as well as in Bangalore, Paris, London and Tel Aviv. For more information visit www.quotient.com.

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Foundation to Combat Antisemitism’s $25 million campaign to raise awareness

Campaign addresses lack of awareness

The new marketing is the culmination of years of work for the FCAS, which was founded in 2019 by Robert K. Kraft, the CEO of the Kraft Group and owner of the New England Patriots football team. The organization analyzes antisemitic trends on social media platforms, which can number roughly 300 million data points every day, and shares its findings with partners in the Jewish community and law enforcement to raise awareness.

“We’re powering a lot of the data that other organizations are using as partners in having the conversations to address antisemitism,” said Berger, noting that the FCAS was also created “with the recognition that there was nobody addressing the lack of awareness of antisemitism in the broader general public.” The new campaign is a response to that missing piece.

It also follows the release of two ads released in October and January during National Football League games. Those spots were designed to combat the spike in antisemitic rhetoric from well-known public figures such as Ye, the artist formerly known as Kanye West, and Donald Trump.

The incidents continue to rise, however. A recent report from the Anti-Defamation League, the civil rights organization, found that antisemitic incidents in the U.S. reached nearly 3,700 cases last year—the most since the group began keeping records in 1979.

In addition to the blue square calls to action, the new campaign will also include three spots highlighting the importance of bystanders in taking action and speaking out about what they see. One spot shows a young Jewish teen receiving hate messages on social media—he then receives a message of support from a singing group in Harlem. Another shows a neighbor painting over hate graffiti for a Jewish mother and her young daughter.

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Upgrading to eCPC on the Microsoft Audience Network

Digital marketing as we know it is going through a rapid period of change, driven mostly by advancements in technologies. Automation has become an essential tool for digital marketers as it helps to streamline processes, find new target audiences, and even generate more conversions.

With all these shifts, one thing is clear—automation works best when combined with a strategic human lens. As a performance marketer, you lead the way, stay in control, and automation helps you achieve your desired outcomes.

To help you leverage the power of automation, on April 24th, manual bidding will no longer be available for new campaigns on the Microsoft Audience Network. Starting on April 24th, all existing image and feed campaigns on a manual cost per click (CPC) bid strategy will upgrade to Enhanced CPC (eCPC). This upgrade will be completed by April 28th.

Enhanced CPC has been proven to elevate your performance

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Advertisers using Enhanced CPC on the Microsoft Audience Network achieved

an 18% reduction in cost per acquisition (CPA) and a 7.5% reduction in CPC

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Benefits of Enhanced CPC

• With Enhanced CPC, you set your ad group bids, and Microsoft Advertising automatically adjusts your bids in real time to increase your chances for a conversion. Your bid will go higher on auctions that are more likely to convert and lower on auctions less likely to convert.
• The base bids you continue to set will always be honored as the primary lever by the bidding strategy. Those bids will be optimized at the time of the auction to maximize performance and drive towards more conversions, allowing you to stay on top of the dynamic marketplace.
• When using eCPC, your average CPC won’t exceed the base bid that you set.
• eCPC uses many different auction signals to help drive the best results, including search queries, bid modifiers, location, device, ad copy, and many more. All these combined signals help drive informed decisions for better advertiser performance.
• eCPC works in combination with any technology providers that you use to manage campaigns. eCPC will always use the bids set by your bid management tool as a starting point before applying any adjustment.

Timeline for upgrading to eCPC

The transition from manual bidding to eCPC starts on April 24th. Any new campaigns created on the Microsoft Audience Network will no longer see the option for manual bidding. On April 24th, we’ll start upgrading all existing campaigns on the Microsoft Audience Network to eCPC. This transition will be completed by April 28th and throughout this week, any campaigns using manual CPC will move to eCPC.

This change only affects image and feed campaigns on manual CPC, it doesn’t impact video campaigns using manual CPC or campaigns using manual cost per view (CPV) or cost per mille (CPM) bid strategies. The migration is for standalone audience campaigns (image and feed ads).

This doesn’t impact search campaigns extended to the Microsoft Audience Network that already leverage eCPC and our full suite of automated bidding solutions.

Getting prepared

There’s no action required from you to prepare for this change. However, there are some areas that you can optimize to ensure you’re set up for success:

• Conversion tracking: For best results, we strongly recommend using eCPC in conjunction with conversion tracking. Validate that you have your Universal Event Tracking (UET) tag on all pages of the site and that you have set up your conversion goals. Although this isn’t a requirement for eCPC, it can help improve performance by providing more signals.
• Offline conversions: If you rely on offline conversions, it’s recommended to upload your offline conversion data daily. This can be done easily by using a scheduled recurring import.
• Attribution model: Consider changing your conversion goal attribution to “last touch”. This will allow you to optimize automated bidding based on both click-based and view-through conversions (conversions as a result of ad impressions). When users see native ads, they don’t always click right away, but viewing this ad plays an important role in influencing their behavior and their path to conversion.

Last touch conversion attribution model settings.

As we strive to empower you with new automation tools, we’re committed to investing more in our automated bidding solutions on the Microsoft Audience Network. In the coming months, we’ll be releasing additional automated bidding strategies, such as Target CPA and Maximize Conversions. Work with your Microsoft Advertising account team or our support team to start testing these bid strategies when they become available.

Help us improve Microsoft Advertising

Your comments and feedback are integral to shape and improve our product. You can use the Microsoft Advertising Feedback portal, in-product feedback, Twitter, or Instagram, and as always, contact Support.

Stay informed

Sign up for the Microsoft Advertising Insider newsletter to keep up with the latest insights, product news, tips and tricks, thought leadership, customer success stories, and resources.

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WPP joins Biden-supported Media Freedom Cohort

WPP has joined the Media Freedom Cohort, comprising the likes of Associated Press, The New York Times, Microsoft, Google, BBC Media Action, Free Press Unlimited and more than 25 governments “to advance media freedom.”

The Media Freedom Cohort was established during President Biden’s 2021 Summit for Democracy to support free and independent media worldwide.

WPP’s media operation GroupM says it will:

*Create dedicated marketplaces exclusively with domains vetted by Internews’ Ads for News for responsible journalism across our top markets.

*Drive awareness among our clients and the wider industry about the importance of investing in responsible journalism.

*Add the domains for responsible journalism in local media supply offered to clients.

Mark Read, CEO of WPP, says: “Independent journalism plays a vital role around the world and we are pleased to be able to support that through GroupM. We look forward to working with the Media Freedom Cohort to ensure a diversity of credible media outlets worldwide.”

Christian Juhl, CEO of GroupM says: “A healthy media ecosystem depends on a thriving news business that supports journalists and incentivizes fact-based reporting. As the world’s leading media investment organization, we’re proud to support the work of the Media Freedom Cohort through our global partnership with Internews and commitment to investing in responsible journalism.”

WPP, which spends $60bn of client money worldwide, has already committed to supporting bona fide media with investment although it’s hard to determine how much and where.

One suspects a counter to Russia’s incessant campaigns of disinformation may be part of Biden’s thinking.

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Remerge Unveils Partnership Program to Help Agencies Master Mobile Marketing for Their App-Based Clients

NEW YORK — Remerge launched Agency Activators – a partnership program empowering media and brand agencies to become qualified leaders in the programmatic in-app advertising market.

Remerge, which ranks as the top global player for mobile re-engagement campaigns after Meta and Google, will share the inner workings of its technology and offer workshops to equip members with expertise to grow their clients’ app revenues.

The first agencies to join the program are M&C Saatchi Performance, Headlight, Phiture, Lemmonet, WITHIN, Publicis’ Spark Foundry, alongside growth transformation partner Winclap.

Steve Massaro, Director of Channel Alliances, Remerge:

“I’ve been in agency-centric roles for most of my career and can say that the relevance and influence of these companies in the mobile industry have never been greater. In the app ecosystem, where new creative formats, economic pressures, and privacy changes are constantly changing the landscape, the value our agency partners bring to our shared clients is continuously becoming more apparent.

Remerge’s Agency Activators program will increase that strategic value through tailored educational sessions that build on our members’ programmatic knowledge and guide them through newer innovations. We’re offering masterclasses on fundamental areas of mobile marketing, ranging from incrementality to creative strategy, and more.

Coupling this training with access to logistical and commercial benefits unique to this program has already proved to be successful for our members, who are helping teams tap into Remerge’s solutions to drive growth for their clients’ apps.”

As programmatic ad spending soars and brands make bigger investments in mobile, marketers are looking for partners who can help them navigate the industry.

Pan Katsukis, Co-founder and CEO, Remerge:

“We’re seeing more brands enter the mobile space and get serious about programmatic advertising. Performance marketing and developing deeper levels of in-app engagement are often new territories for these organizations. We’re creating an environment where leading agencies can enhance their understanding of the market and learn how to scale their clients’ business.”

Agency Activators is active in the Americas and will expand to Asia-Pacific, Europe, Africa and Middle East markets.

Adrienne Rice, Director of Media Investment, M&C Saatchi Performance:

“Recent market developments have made it harder for mobile businesses to find their way in the programmatic advertising industry and make informed decisions about where to allocate budget to grow revenues. App marketing is a rapidly evolving concept, and our clients need partners who know how to unlock its potential. The expert support, resources, and benefits we get from Remerge’s agency partnership program ensure we can deliver results for our clients.”

Learn more about Remerge’s Agency Activators program.

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Can new IPA leader Krichefski improve agency mental health?

GroupM UK and EMEA CEO Josh Krichefski is the new president of the UK’s IPA agency trade body and his mantra for his two-year term is: “Let’s support a resilient, thriving and mentally healthy workforce.”

Krichefski (above) wants to attract more and better people to the ad industry, widely deemed to be suffering a talent shortage. Krichefski began banging this particular drum in pre-lockdown times as UK boss of Mediacom (now EssenceMediacom.)

Krichefski says; “We don’t have factories, trucks, manufactured goods. Our people are everything. It’s their brilliance and imagination which is what makes us who and what we are. And that’s why we have to look after them. Let’s take the steps needed to create the most inclusive workplaces imaginable. And let’s support a resilient, thriving and mentally healthy workforce and empower them to write the future of advertising.”

This, of course, is the supply side of the advertising economy, the trouble can often be the demand side. One of the reasons adland is deemed to be an unduly stressful place to be these days is overall demand (there’s a lot more competition for marketing dollars, chiefly from tech-based contenders) and the particular demands of clients who are much keener on project-based relationships that cost them less money.

Then there’s the aftershock of the pandemic and consequent work from home. People are far less keen to find their way into the office five days a week (seven days if there’s a pitch on), supposing they can find a means of getting there with transport strikes and ever more traffic restrictions.

And the money….in adland’s “golden era” the money was very good indeed for many. Now it isn’t especially although Krichefski’s ultimate boss WPP CEO Mark Reqd has just seen his pay rise to nearly £7m.

All this is a pretty big circle to square for Krichefski in just two years in a voluntary role. Like his predecessors he’ll probably achieve a bit but the same problems will doubtless face his successor. Unless client/agency relationships can, somehow or other, be magically reset.

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AI in drive-thrus—McDonald’s, fast food chains try to boost marketing and sales

“Although AI is a sexy topic with a lot of hype, it still does not respond well to anomalies the way a human can,” said Robert Byrne, director of consumer and industry insights for Technomic, a restaurant consultancy. “So it works very well until it doesn’t, and those moments of failure can be very disruptive. It takes time for training data to capture enough anomalous information to minimize disruptions, but there is never a guarantee that it won’t encounter something new. Something as common as wind could distort a voice and cause it to go all ‘Johnny Five is alive,’ get confused and blow a circuit,” he said, referring to the 1986 robot movie “Short Circuit.”

Byrne is skeptical that voice AI can accomplish all it promises. “In essence, a low-trained, quiet-quitting employee is still probably less error-prone given the current circumstances,” he said. “That doesn’t mean [AI] won’t work someday, but today it is still in a development cycle that hasn’t [been] completed and may never be. … Tesla has always seemed to be about two weeks away from fully autonomous vehicles—and then they encounter an anomaly which ends badly.” 

Related: A generative AI guide for brands

Upselling stuffed cheesy bread

But supporters of the technology say one advantage of AI is the ability to upsell customers, turning sandwiches into combo meals and small drinks into larger ones, for instance.

For Shane Graham, a Domino’s franchisee based in Lexington, North Carolina with three restaurants, turning phone orders over to ConverseNow’s AI saved his workers—mostly part-time teenagers—from taking orders over the phone. It was an aspect of the job they had little interest in, nor performed particularly well at, according to Graham.

“The computer upsells, and it does it every time,” Graham said. “It doesn’t say ‘this customer doesn’t sound like they want a Stuffed Cheesy Bread or an ice-cold Coca-Cola.’ And instead of saying ‘ice-cold Coca-Cola,’ a 16-year-old says, ‘Do you want a Coke?’  There’s a difference. AI can ask whether a customer wants extra cheese on a pizza. A 16-year-old isn’t doing that effectively 100% of the time.”

Graham said the system has helped to “protect” his company’s bottom line. While average order values and profits have increased, higher costs for ingredients and supply chain woes have pressured profits. The system had no upfront costs, but Graham pays a per-order fee to ConverseNow.

Hackbardt of Del Taco said it is still too early to determine the effects of upselling in its automated drive-thru lanes but that it looked promising. “Our initial small tests certainly show significant upsell promise and a consistent upsell delivery well beyond the traditional order-taking method,” he said. “Most importantly, the AI allows our team to be super focused on preparing orders and making sure they are accurate and delivered quickly in the drive-thru which is the convenience and quality experience our guests desire.”

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Marketing trends for March 24, 2023

Number of the week

$24 billion: Collective amount that consumers plan to spend on Easter this year, a 15% rise from last year and a higher amount than 2020’s record high of $21.7 billion, according to an annual survey from the National Retail Federation and Prosper Insights & Analytics, which found that 81% of U.S. consumers will celebrate the holiday this year. 

Quote of the week

“There are less political concerns about data and who gets what like with TikTok, but if we see this protectionism of domestic retailers, we might see some anti-Shein, anti-Temu rhetoric. But this is going to be a harder narrative to push because so much of what is sold by retailers already is sold by Chinese retailers—half of Amazon and eBay sellers are Chinese.” –Juozas Kaziukenas, founder and chief executive of Marketplace Pulse, which analyzes e-commerce marketplaces, on the U.S. marketing rise of online retailers from China.

On the move

FaZe Clan promoted Matt “BK” Augustin, a former Ad Age 40 Under 40 honoree, to VP of strategy. He had been director of brand and creative strategy.

The Ironman Group appointed Marieka Barnard chief marketing officer. She was most recently VP of event marketing, EMEA.

Contributing: Jon Springer

 

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Top 10 March Madness advertisers so far: Datacenter Weekly

Also: GM’s zero-party data play, Innovid’s data deal with Walmart, macroeconomic news in a nutshell—and more.

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Meet Hikup, The First-Of-Its-Kind Mindfulness App Created by Omelet and Consume & Create Adland®

Hikup is a “friendly conversation coach to help us tackle our unwanted language habits.” Wait, what unwanted language habits? Poor habits like littering our conversations with “like” and “literally”, for example, and the app also shows antiquated sayings the door. You can also find Hikup on Twitter, Instagram, and TikTok.

Hikup: the first-of-its-kind digital utility tool (web app) that focuses on the mindful use of language. Hikup, created by Omelet in partnership with Consume & Create, was designed to be a friendly coach to help us tackle our unwanted language habits and jargon – not as a critical space to judge yourself or others. Hikup is oriented completely around each person’s individual goals, serving as our subconscious coach.

Funded as a passion project by the agency, Hikup is not the first employee-driven innovation to come out of Omelet. Throughout its almost 20-year history as an independent agency, Omelet has funded and produced an award-winning documentary launched a nut and seed butter brand, launched a Portugal craft and post-production arm, and created a bespoke gaming division.

 

“We’ve always fostered a culture of experimentation and innovation at Omelet. We don’t just want to learn about new technologies – we want to roll up our sleeves and play with them, find real utility, and build helpful things with what we learn. This all started with an employee wishing a tool like this existed, and our team jumping in to say ‘let’s make it ourselves.’ That’s very much the Omelet way, so it’s super gratifying to see this passion project living in the world,” said Thas Naseemuddeen, CEO at Omelet.

 

First, you start by entering at least one (or many) words (your ‘Hikups’) you wish to stop saying and that you would like Hikup to monitor for in your speech. Once you click the start session button, the app records & transcribes what you say in real-time, flagging in red anytime you say that word. 

 

When you end our session, the app will provide a detailed summary. This includes how many times you used your Hikup words, session duration, accuracy, and total words transcribed. Hikup then gives you the chance to email yourself a transcript of the report, to use as a mindful future reference.

 

“We always love a technical challenge, which made Hikup one of our favorite recent projects. When Omelet first approached us with the idea, we were worried that the technology we’d need to capture and analyze speech would be cost-prohibitive to providing Hikup as a free service. However, after taking a deep-dive on the Web Speech API we came away very impressed by its capabilities. While the future of Hikup may be in AI analysis of a user’s input, with the Web Speech API, this initial version is getting fast, accurate reads for free! We’ve kept a long list of features for future versions of Hikup and are very excited to see where the team can take it from here,” said Matt Wiggins, Partner/Interactive Director, Consume & Create.

 

This app is designed to be a tool for anyone, including: 

• Personal growth for those focused on improving themselves, and learning new things. People who wish to practice good language habits to help them be the best version of themselves personally and professionally. 
• Professionals with corporate jobs who take meetings with colleagues or clients regularly and want to make sure they present themselves professionally and authentically in a work environment.
• College students who want to put themselves in the best position to enter the workforce by brushing up their delivery for interviews, internships, and opportunities to build their confidence as a presenter. 

 

“With the recent explosion of Artificial Intelligent creation tools, we set out to show a different approach on how AI can help us be better humans. Specifically, we wanted to demonstrate how natural language processing can help us improve our language to better communicate in our daily lives. Language is a very personal thing and the language we use says so much about us. Through free Google AI web tools, we created a friendly coach for anyone looking to be more mindful and change their bad habits around the language they use,” said Ricardo Diaz, Chief Digital Officer and Partner at Omelet.

 

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