Is AI revolutionising marketing or just a costly distraction? Our MD and co-founder, Kate Ross, shares her insights in The Drum, responding to Goldman Sachs' latest report. Read her perspective on why agencies need to choose their AI investments wisely below. https://lnkd.in/eye3e5vp #genAI #socialmedia #eightandfour
eight&four
Advertising Services
A full service social & content agency fuelled by talent & tech.
About us
A full service social & content agency fuelled by talent & tech, navigating the complex world of digital communications for 16 years. Our mission is to reach social & content maturity to build power for brands, embracing technological opportunities. Based in London, we work globally with B2C and B2B brands. We have an excellent benefits package and a culture built on high standards, mutual support and loving what we do. To prove it, we've been named in Campaign’s Best Places to Work 6 years running.
- Website
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http://www.eightandfour.com
External link for eight&four
- Industry
- Advertising Services
- Company size
- 51-200 employees
- Headquarters
- London
- Type
- Privately Held
- Founded
- 2008
- Specialties
- Digital Comms Planning, Social Strategy & Content, Digital Content, Concept development, Video & Animation, Media planning and buying, and Community Management
Locations
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Primary
1st Floor, White Collar Factory
1 Old Street Yard
London, EC1Y 8AF, GB
Employees at eight&four
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Kate Ross
Group MD @ eight&four Group | Social, Content, GenAI, Consulting
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Amy McCulloch
Group MD of eight&four Group | Content Strategy | Creative | Performance | Talent & Technology
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Emily Metcalfe
Marketing led New Business Consultant | Director
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Ben Jones
Senior Creative Producer at Eight&Four
Updates
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In this glorious summer of sport, every moment can become a viral talking point. From nail-biting tie-breaks and off-script moments, to Southgate critics and Swifties, tapping into these real-time events can boost your brand’s relevance and relatability. 📢 Ready to unlock the power of reactive? Dive into our latest insights below. ✍️ Attalia Yaacov-Hai | Geoffrey Chang | Patricia Lefebure
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eight&four reposted this
Win more RFP/client-briefs | Sales Consultancy | Sales Negotiation Training | Procurement insights for Salespeople | Podcast Host | Speaker
If you want to learn how one agency deployed advanced AI in client-facing programmes, listen to the latest episode of Higgle: The B2B Sales Club Podcast Kate Ross is incredibly talented and insightful about creating agency competitive advantage, and the role AI/tech/Consultancy has to play in that.
B2B Marketing in the Age of AI with Kate Ross
Mike Lander on LinkedIn
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Chloe Singleton, Channel Director, offers her thoughts on X's recent controversies and legal challenges, highlighting the potential implications for the industry. 👇 https://lnkd.in/e8iQ-ZJQ #socialmedia #performancemarketing #eightandfour
"This situation exacerbates advertisers' existing nervousness about using the platform." Earlier this week, the European Commission, the primary executive arm of the European Union, sent its preliminary findings to X asserting the platform is in breach of the Digital Services Act on three counts. It comes as other tech giants, including Apple, Meta and Google-owner Alphabet are all currently under investigation for breaching the EU’s Digital Markets Act. To assess the potential implications of this investigation from an advertising and broader social media perspective, PMW spoke to several industry insiders. View the full piece via the link in the comments. With insights from: Tom Stone re:act Jake Kay-Lawson Claxon Chris Andrews Wake The Bear Chloe Singleton eight&four Aishling Farrell Orange Line #paidsocial #advertising #performancemarketing #eu #socialmedia
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eight&four reposted this
Real diversity of responses to the Goldman Sachs paper from agency land summarised here in The Drum - thanks for including my ten pence Richard Draycott 🙌 https://lnkd.in/ezkACFum
Agencies have their say on Goldman Sachs’s ‘AI is all hype’ claim
thedrum.com
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Excited to see our OOH campaign for Wet Ones displayed at underground stations across London! 🚆
🚀 Wet Ones goes Underground! 🚀 So proud to see our very first OOH activation successfully land on the London Underground this month! 💙 A huge thank you to everyone involved in making this happen eight&four VCCP Antony Lorman Katharine Goodchild Alexandra Douglas #OOHCampaign #marketing #creativity #OOH #contentmarketing #teamwork #JoyatEdgewell
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Is the crumbling of third-party cookies the best thing to happen to advertising? 🍪 Chloe Singleton, Channel Director, thinks so. Read her article in shots and find out how this change is breathing vital new life into campaign creativity👇 https://bit.ly/3SbiTko
Why canning cookies is the best thing to happen to creatives | shots
shots.net
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It was pleasure to close out our third year partnering with Genesis Motor Europe on the Genesis Scottish Open. Thank you to all of those who worked with the eight&four team on the ground!
From the chefs to the groundskeepers, the hospitality staff to the car coordinators... As another year closes on Genesis Scottish Open, here's to you – the unsung heroes who have brought the true spirit of son-nim hospitality to Scotland once again. Thank you to all our agency partners who helped to make this years tournament such a success, including: DP World Tour, INNOCEAN, SPORTFIVE, TRO, METZLER VATER, Performance Communications, eight&four and the Renaissance Club. https://lnkd.in/eyqa3pCk #GenesisEurope #GenesisScottishOpen
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Are we left with crumbs as cookies crumble away? 🍪 Our latest article reflects on the impact of the demise of cookies for social media marketing and how we at eight&four are already preparing for this new cookie-less reality through creative and gamified initiatives, innovative ways of capturing customer data, and enhanced tech and AI. Read it below 👇 ✍ Chloe Singleton | Alice Martin
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Thank you to everyone who joined this morning's GenAI legal & security webinar! Work in a highly regulated sector? This is for you. Full recording in the comments below👇 Key takeaways: 👩⚖️ GenAI security and privacy are often afterthoughts in the rush for technical dominance - it's wise to be cautious! 💿 Data Collection & Usage: - Make sure you’re aware of where your data is being stored and for how long. - Read the terms for any 3rd party software and ensure they’re not using your data for training. - With highly regulated clients, it’s best to speak to software owners directly; data may be locked in right now but could change hands if the software is sold. 📸 Asset Collection & Model Training: - Be certain of the origin of your assets before any training takes place; if they’re owned by the client make sure they have permission to use them in perpetuity. (This should usually be the case, but check for freelance photography licenses) - Ensure you’re not training any large models when working with sensitive client data. - Make sure you’re aware of any possible risks (e.g. Lawsuits) affecting your current models and have an answer prepared. 💂♀️ Guardrails for Users: - Define your application’s limitations, more space to work with results in greater risks. - Lock your users into established workflows and check every edge case you can think of. - Establish a select knowledge base for your applications to work from. 👨⚖️ Legals & Transparency: - Rule of thumb: don’t put anything into AI which you don't want the world to access. - EU regulations has positioned most relevant GenAI use cases for marketing in the 'minimal' risk category – meaning it is unregulated. Key areas to watch out for are ensuring you don't use GenAI to deceive consumers about a product/service. Get in touch if you'd like to discuss any of these issues further, and big thanks to Kate Ross and Sam Glyn Davies for hosting the session 🙌
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