[Marketing Week] Bob Koigi: Turbocharging marketing capabilities with innovation and partnerships

With competition to reach a versatile consumer base among brands reaching fever pitch, coupled with rapidly changing consumer tastes and interests, marketers are burning the midnight oil to help brands stay a step ahead of their competitors while working on how brands show up in the market.

They are embracing innovations and partnerships to gather audience and market insights, improve behind-the-scenes processes, turbocharge measurement, conduct near-real-time testing and facilitate higher degrees of personalization at every consumer touchpoint. The result, more improved and unique marketing capabilities.

This week, Mondelēz International announced the launch of a new platform designed to improve its global marketing capabilities, while optimizing consumer experiences through expanded use of artificial intelligence (AI) and generative AI (gen AI).

Working in collaboration with Accenture and Publicis Groupe, the company’s new platform will enable faster, more efficient creation of personalized text, images and videos

This, as Omnicom announced its precision marketing division, Omnicom Precision Marketing Group (OPMG), has acquired LeapPoint, a digital advisory firm focused on helping organizations improve the orchestration and performance of their entire marketing lifecycle.

We have monitored these campaigns launched this week that we found innovative and creative.

The Ad Council and The Bail Project have joined forces to launch a new campaign of public service announcements (PSAs) aimed at raising awareness about the injustice of cash bail.

Featuring NBA legend, entrepreneur and philanthropist legend Carmelo Anthony; renowned professor, author and media personality Michael Eric Dyson; and actress, model, and activist Leyna Bloom, the PSAs were produced in collaboration with Scheme Engine and Director Charles Todd, and are part of a nationwide effort to highlight how the cash bail system creates a two-tiered justice system – one for those with money and another for everyone else.

US snack brand Cheez-It has ramped up marketing across key regions to accelerate growth. In the UK and Ireland, the brand's debut is supported by a nearly $20 million integrated marketing campaign led by Leo Burnett spanning TV, Social, Radio, and OOH, with above-the-line activity supported by PR and experiential from Tin Man Communications. Titled 'Cheez-Hit? Cheez-It' with certain ads featuring the slogan "Crunch it. Taste it. Feel it. Cheez-It," the campaign aims to create brand intrigue and engagement while also highlighting Cheez-It's unique sensory and taste experience.

Wildlife is paying the price for biodiversity loss and climate change. But dropping species populations, reductions in habitat and rising temperatures are not a done deal if we act now.

That's the message of World Wildlife Fund Canada's new national campaign: Save Big. Created with agency MRM, Save Big borrows the hard-hitting copy and design style of retail to tap into our fear of missing out (FOMO) and rouse the sense of urgency needed to recover wildlife, fight climate change and get our future back on track.

To break new ground in "photo reminiscence therapy", the Belgian distributor of Kodak is launching "Memory Shots," an easy-to-use, AI-powered tool that allows dementia patients and their therapists or caregivers to describe a memory, and create a photo that looks exactly like it was shot by a Kodak camera from that time period.

We have also been following agencies and accounts they have secured.

Adobe, the global player in personalized digital experiences has announced that Dentsu Creative has been selected as lead global scaled creative and content agency for its Digital Media Business (DMe), following an extensive and competitive review.

Havas has announced its selection as North American Consumer Marketing Agency of Record for Wyndham Hotels & Resorts, the world’s largest hotel franchisor with approximately 9,200 hotels spanning 25 global brands.

Hilltop Honey, the, UK’s second largest honey brand, has appointed Bountiful Cow, an independent media agency specialising in the growth of challenger brands.

And independent creative agency Five by Five has been appointed to help craft a fresh brand proposition for the Chartered Institute of Marketing, CIM. The agency has been tasked with revamping the brand positioning of CIM, which has for over 100 years supported the marketing sector. The remit is to craft a fresh brand proposition and campaign for the brand, which is set to launch later this year.

In the startups scene, Dexory, a robotics and data intelligence startup, has closed $80 million Series B funding round. The new funding, made up of a mix of equity and growth debt, will support an expansion of their artificial intelligence (AI) powered features across the DexoryView platform, grow its global team and accelerate the deployment of its autonomous robots with customers like GXO, Maersk, DB Schenker and beyond.

Dessia Technologies (Dessia), a startup specializing in developing a software platform to automate engineering processes through AI, has raised €3 million funding round. Led by Matterwave Ventures, Supernova Invest, and the Orano Venture Fund, this funding will enable Dessia to accelerate its international expansion and reinforce its technical and commercial teams.

Rogo, the secure enterprise AI platform built by and for finance professionals, announced $18.5 million Series A funding. This funding will enable Rogo to scale its team, create new and strengthen existing partnerships, and build Wall Street’s first trusted AI analyst.

In other news that we have followed this week, LG Electronics (LG) is launching the world’s first music festival dedicated to one song, where covers of iconic party anthem ‘Boom Boom Pow’ will be blasted through LG’s XBOOM party speakers by street performers across the world.

Eurobest, celebrating Europe's most groundbreaking creativity, has revealed the line-up of experts selected to award the region's very best creative and effective work for 2024. Juries will convene in London later this November to participate in live judging.

And finally, Nielsen’s Gracenote, the global entertainment metadata provider, is teaming with Amagi, a global player in cloud-based SaaS technology for broadcast and Connected TV (CTV), to help content owners capitalize on consumer appetite for free ad-supported streaming TV (FAST) services.

Bob Koigi is an editor at Marketing Report One

www.marketingreport.one

Follow Marketing Report on LinkedIn