[Marketing Week] Bob Koigi: How AI and algorithms will shape the future of media

The rapid integration of AI across the media value chain has transformed how brands interact with consumers, marking the beginning of The Algorithmic Era, where real-world value creation moves beyond experimentation. These dimensions will shape the media landscape in coming years.

Dentsu in its media trends report notes that in the coming year, AI will move from potential to actual impact, Storytelling will break through the algorithmic bubble, and retail will reshape the media.

This comes as Plan.Net Group, part of the Serviceplan Group announced the historic launch of Agentic Services which will offers clients access to a new range of services where AI agents autonomously handle complex tasks traditionally performed by humans.

This week agencies and brands have announced strategic partnerships to bolster their offerings and grow their footprint.

WPP has announced a global partnership with Roblox, an immersive gaming and creation platform, building on several years of collaboration on interactive 3D brand content and advertising. The alliance will help scale expertise among agency teams and brands in leveraging Roblox as a new media channel.

Hearst also announced a new content partnership with OpenAI which will integrate Hearst's extensive newspaper and domestic magazine content into OpenAI's products, enhancing the utility and reach of both companies' offerings.

Just Eat Takeaway.com, one of the world's largest online food delivery marketplaces, entered into a global partnership with Rokt, an ecommerce company using machine learning and AI to make the shopping experience more relevant to each customer.

While Nielsen, a global player in audience measurement, data and analytics, and Allen Media Group (AMG) announced a multi-year agreement for audience measurement of Allen’s networks and syndicated businesses across both cable and digital assets.

We also kept tabs of major campaigns unveiled this week.

World Wildlife Fund UK in partnership with ITV launched A Prescription for Nature campaign highlighting how connecting with nature can help people thrive, including a TV ad featuring Dr Sara Kayat. WWF has created an online hub aimed at both individuals and families with easy, bitesize, personalised prescriptions to help get their daily dose, no matter their circumstances or the weather.

Carrefour is relaunching its global programme, Act For Food, reinforcing its leadership in the food transition for all. This program aims at creating access to the benefits of healthier and more responsible food, and thus for everyone, placing Carrefour at the heart of today's ecological and societal challenges. For this relaunch, Carrefour, together with its partner Publicis Conseil, has created an international campaign that will be deployed in six countries: France, Spain, Italy, Belgium, Poland, and Romania.

In partnership with popular live-action preschool brand, Blippi, the Dove Self-Esteem Project has released a new series of inclusive, interactive and educational content that fosters positive conversations around body confidence and self-esteem in children aged 4-6. Designed to inspire dynamic conversations that empower kids and encourage a positive self-image, the DSEP x Blippi content serves as valuable tools for building resilience and self-expression, allowing families to navigate these complex topics together.

And in news about agencies and accounts they have secured, Mediaplus has won the pitch for the international media account of technology and services company Bosch. The owner-managed agency group is now responsible for media strategy, planning and purchasing for ten different Bosch business units. The account covers a total of 38 countries across Asia, Africa, Europe and Australia. With a central hub, Mediaplus will manage the various objectives of the countries and units.

Global independent marketing and communications agency FINN Partners has been appointed by Extreme Hangout, the community climate action platform, as its agency of record to expand the awareness and impact of Extreme Hangout’s COP29 presence – including its main stage, dedicated workshop space, an extensive exhibition area, more than 500 speakers, diverse panels, workshops and more.

This week, Marketing Report had an inclusive interview with Carmen Rodriguez, the Global Chief Growth Officer at GUT on what powers the agency and her thoughts on emerging trends and how they are shaping the industry.

In other key news we covered this week, Online marketing and communications agency Somention has announced that it is expanding its strategy business line with two new strategists: Dieuwke de Voogd and Bob Koenderman.

And Havas in France created Havas GenUs, a network which brings together a coalition of communication experts with complementary approaches, sharing common convictions to accelerate companies in their model transformation.

Bob Koigi is an editor at Marketing Report One

www.marketingreport.one

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