Stephan Pretorius

WPP Announces Integration of #Anthropic's #ClaudeAI into #WPPOpen Platform. WPP strengthens its #marketingTechnology offerings with the integration of Anthropic's Claude #AI models into WPP Open platform. This integration brings powerful AI capabilities to WPP's 114,000-strong marketing workforce. Key benefits of the Claude AI integration: - Enhanced creativity and efficiency: Claude can understand complex briefs, generate high-quality content, and automate tasks across various marketing functions like ideation, content generation, copywriting, and design. - Comprehensive AI toolkit: Claude joins other leading AI models within WPP Open (#Google's #Gemini, #OpenAI's #ChatGPT), providing a robust suite of tools for marketers. - Secure and reliable access: Claude is available through #Amazon's secure and trusted Bedrock service. This initiative highlights WPP's commitment to #innovation and leveraging cutting-edge AI to empower its workforce and deliver exceptional results for clients. #futureofwork https://lnkd.in/gPnbRK5k

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I'm very much looking forward to Quirk's Media London tomorrow and Thursday. Clare Michelmore and I are first on the agenda at 10am in room 5 tomorrow presenting about "Scaling the why: How Kimberly Clark is using conversational AI to blend qual with quant". Kathy Cheng and I will be on the inca | Nexxt Intelligence stand (#706) for the duration of the event so if you're attending please come and say hello. #conversationalai #insights #marketresearch

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One of the challenges of #retailmedia is navigating fragmentation to deliver the opportunity for scale to #retailers, #brands and #agencies. In Europe, partnerships have long been discussed as a route to tackle fragmentation and our our newly announced relationship with Microsoft is designed to bring our clients the opportunity to navigate these challenges more quickly. This is an exciting development for Criteo, the industry and our partners. Criteo Microsoft Advertising

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Ok, so this is the case study I mentioned in my last post. I've long been an advocate of optimising tag management implementations, but even with the best intentions, they can get a bit clunky over time and need an overhaul. https://lnkd.in/eq2U6K68 The site speed improvement we saw from migrating our client's Adobe implementation to WebSDK and optimising the TMS for speed (which was already pretty decent) is pretty mindblowing. Spoiler alert: 6% improvement in Largest Contentful Paint from actual customer data, and 5+ seconds load speed improvement under artificially harsh lab conditions. You love to see it! #adobe #adobeaep #adobewebsdk #adobelaunch #tagmanagement #tms #sitespeed #serverside

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B2B awards can be a lucrative opportunity in many industries. But you need to understand the motivation for awards to construct a profitable business model. Best practice tips in this article. #b2bawards #b2bevents #b2bmedia

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The CMO risks losing out to the CIO/CTO...but there is a solve. Unless CMO’s take this latest wake up call to lean in to technology - namely the Gen AI revolution - they will concede territory and influence to the IT department and CIO/CTO. Too many marketers have abdicated responsibility for technology to their teams or partners but Gen AI is so disruptive and transformative that CMO’s must take the lead. Read how you as a CMO can do that in your own organisation and what the significant macro use cases are that you should be exploring and experimenting with. My latest POV for Association of National Advertisers. Thanks for publishing guys.

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Understanding the nuances of #OOHadvertising effectiveness is crucial for maximizing impact. Talon OOH UK's research unveils key insights: simplicity and central placement are paramount, with brand logos noticed only 42% of the time. Understanding viewer behavior and optimizing creatives pre-campaign or mid-flight ensures a stronger impact for brands. 🗣 #OOHAdvertising #CreativeEffectiveness #TalonOOHUK

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Big announcement from Open AI today - their new GPT-4o (the o stands for omni) blends text, audio and images in near real time, meaning when you speak to it, the reply will be as fast and nuanced as a human. The demos are insane, and brings us closer to the ‘always available’ assistant. 🙌🏽 https://lnkd.in/ekBjtU3D

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Looking forward to hosting this conversation this evening in partnership with Microsoft & MagnetMedia discussing how AI can drive positive change in how brands create more engaging experiences for consumers and customers. #CannesLions2024 #CannesLions #AI

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Gen AI means more reputation risk Generative AI is revolutionising the process of creating communications content. And it's directly changing media consumption habits, accelerating the disintermediation of mainstream media and facilitating the rise of alternative content sources. Meanwhile the proliferation of synthetic media content has negative implications for trust and authenticity. AI-generated content is blurring the lines between reality and fabrication, challenging traditional media’s role as gatekeepers of trusted information.  In this short piece, I argue that 'Gen AI’ is therefore massively raising the threat level for brand reputation risk. All thoughts welcome. https://lnkd.in/dPNRiMiK

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In the words of Dan Black, Teads’ CTV Pulse is the culmination of a deep dive into the 'shift factors' affecting consumer content consumption, marketers willingness to commit shifting ad dollars and the driving factors for agencies looking to help advertisers move into CTV. Please click on the link below and have a read. #CTV #bestinglass

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In the latest episode of the IAB UK podcast, Dave S. sits down with Sophia Haynes and James Chandler to talk about the IAB's newly launched Environmental Sustainability FAQs, it's rationale, and how we at GroupM UK are using them day-to-day. Listen here 🎧 https://lnkd.in/eTDyKXGD #GroupMUK #Sustainability

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Marketers and media agencies: Amplified Intelligence is live with self-serve attentionPROVE. It’s time to optimise your media to reach living, breathing humans who are looking at your messages.

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Is traditional TV truly dead? The latest streaming figures from the UK hint at a digital renaissance. The rise of AVOD platforms like ITVX and BBC iPlayer is reshaping content consumption. In just one year, ITVX smashed past 3 billion streams! Opportunity Alert! For media companies, this isn’t just a trend but a signal towards untapped potentials in digital distribution. Imagine leveraging similar strategies and driving growth like never before! Here's why this matters: As traditional TV viewership declines, innovative digital approaches are not just surviving but thriving, offering new revenue streams and robust user engagement. Curious about how you can capture part of this expanding digital pie? Let’s discuss transformative strategies for your content distribution efforts! Check out further in-depth analysis and insights in the comments below! What digital innovations are driving your strategy this year?

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Excellent investigation into the ethical concerns using GenAI imagery in advertising. The authenticity gap is real and can't be overcome. Thanks, Jasmine Glasheen for bringing us the story on The Robin Report #genAI #marketing #advertising #authenticity

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I was excited at the prospect of Quirk's Media London Insights event, and it certainly didn't disappoint! The energy, enthusiasm and positivity at the event was palpable - the insights industry is full of creative, intelligent, engaging and thoroughly friendly professionals (no, we are not all spreadsheet freaks / clipboard warriors / .ppt addicts 😉). So, it was a real privilege to spend time chatting with friends, old and new, as well as listening to a diverse range of talks and visiting stands to learn about new tools and approaches from agencies that I can welcome into my network of partners. Key highlights? 🎯 lots of focus on the importance of building empathy with our consumers/shoppers/customers... moving beyond static reporting of research results to accessing and using real consumer/shopper stories and experiences to add authenticity and power to insights 😑 despite this drive towards closing the empathy gap... Katie Angier telling us that as more and more people "of a certain age" use Botox, it becomes increasingly difficult to build empathy with each other as the stuff doesn't merely iron out wrinkles, it also inhibits our muscles to the point that micro-expressions are no longer possible (so we can't read each other's reactions / feelings so well)... who'd have thunk it?! 🖥 the inevitable march of AI solutions from predictive to generative and how these will, over time, completely change how we create, manage and deliver insight projects. Slightly concerning that there is an emerging belief that AI analytical power (especially of qualitative data) will close the gap between qual and quant research to the point that there will no longer be a distinction, and that human researchers can easily and credibly be replaced by AI bots: qual at scale is where we are headed in this belief system. This is not a viewpoint I adhere to, preferring instead to see a future where "traditional" (for want of a better word) qual. and quant. can co-exist with the (very good) scalable unstructured research tools that are now emerging 😤 Phil Barden telling us that he hates consumers! That was a shock - I've never heard him say that before... but was soon reassured that his comment was tongue in cheek, referencing the fact that consumers don't read strategy papers, so creating more work for the rest of us in creating brain friendly touchpoints that will successfully deliver what we want to convey 🙃 the sight of my good friend Katherine Rhodes rushing for her bag in search of a tissue when I burst in to tears as I told her of the recent departure of our beloved dog, Millie (the fluster and the rush... and her kindness helped stem the tears and bring back a smile 🙂) 🍹 Paul Thomas delivering a fascinating talk on connecting authentically with bartenders and, via his delivery style, winning the prize for "the most audience laughs of the day" Can't wait 'till next year now...

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