Paul Frampton-Calero ⚡️’s Post

My write up of MAD//FEST last week for today’s newsletter. Boldness, AI and Retail Media. Word. https://lnkd.in/e6_UD8qK

Investors definitely preferring B2B led Gen AI and the organisational efficiency upsides than B2C AI propositions to date.. ..makes sense right now given the challenging inflation environment and ability to drive double digit growth. Gen AI offers a fairly immediate potential of improved profitability for enterprises..

AI is the wakeup call CMO's need to embrace technology. It offers the potential to elevate marketing and the CMO to cement the influence of marketing at the board table. It also has the potential to rob the CMO and Marketing of that influence if not embraced nor understood.. Read my latest POV on why AI will determine whether the CMO or the CTO/CIO leads the strategic marketing agenda..

Criteo & Microsoft become bed fellows in seeking to conquer and simplify the retail media landscape. Both have a interesting retail media proposition independently, but together this becomes very powerful, especially given both have deep retail/commerce knowledge and because of Microsoft/OpenAI’s ability to bring GenAI to the party to solve for the many complexities of retail… ..including but not limited to cross functional collaboration, the volume of SKU’s, custom attribution for different products, in flight optimisation, measuring incrementality and streamlining creative asset production. BIG news! https://lnkd.in/epbyHrwJ #bettertogether #retailmedia

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.

If England lose tomorrow, thousands of women will suffer.. The exact same theme you raise here came up with the work I did around #YesAllMen - post football match violence is as you say statistically proven to spike, especially after England play, whether they win or lose. Men must be willing to call out bad behaviour and be better allies to women at what can often be the hardest time to stand up to your mates..in a pub watching football or at a football stadium with banter and alcohol fuelled excitement and ego… ..think about this when you’re in a pub, bar or other venue watching the game on Wednesday and keep an eye out for micro aggression from men towards women as this sadly escalates very quickly.. Thank you for shining a light on this Daniele Fiandaca. 👇🏼👇🏼

"There has been a big rise in brands taking stands on social issues ..from Budweiser to Pepsi but it's becoming too much of a fad. It's time to reset when a brand should lean in to a social issue and how it should be done." 🎙️These fine words from my latest guest on #TimeForAReset, Michael Smith, CMO of NPR in North America. 🎙️ Michael talks effortlessly around how NPR has changed the way it understands how to best serve its diverse audience and how essential it is for brands to take a stand on social issues, BUT only when they represent a truth and are authentic to the brand's own values and beliefs. My favourite part of the interview when we discussed #GenAI, was Michael's comparison of AI with the emergence of the keyboard synethiser in 1970 and how many musicians feared it would put them out of business. Instead of course, it enables artists to quickly and cost effectively introduce new sounds in to their set without the backing of a whole orchestra or backing singers. What a briliant analogy 👏 Michael's reminder in this episode is that technology is a set of tools to be leveraged by talent is a great reminder and level-setter..technology, just like the keyboard synthesizer should augment not replace talent. 🔥 Listen to 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗲𝗽𝗶𝘀𝗼𝗱𝗲 below: Apple Podcast: https://lnkd.in/gEdE_Fy2 Spotify: https://lnkd.in/g53Qkyk2 YouTube: https://lnkd.in/g2xW-Xcj

Who would have thought we could get Tesco, Nectar360, Boots UK & Ocado Retail all on one stage talking about retail media? Well we did @ MAD//FEST yesterday and kudos to the leadership of tash whitmey, Amir Rasekh, Ollie Shayer & Ben O'Mahoney, it was a candid and future facing conversation about how to build a sustainable and thriving ecosystem for the future in the UK, that I enjoyed chairing. My key insights: * UK Retail Media is more laser focused on how retail media can be additive to the retail customer experience * 1st party transactional data allows for customer centric planning across the customer journey, not just at the bottom of the funnel * Data monetisation and off-site are less in vogue vs the US as UK retailers prefer the control of owned and operated and the clear value exchange * There is much work still to be done on over-coming cross functional siloes both on the CPG side and the retailer side * In a nascent market, there are so many operating models that pure self service is a pipe dream for many but there must be a roadmap to get there * AI will help with pain points such as creative development and attribution modelling for so many SKU's and categories. * CPG's won't work with endless RMN's. Those retailers that are easy to work with and provide proof of incrementality will win in the long term The appetite for collaboration and cooperation to help all boats rise was really inspiring. It left me and the standing-room-only audience feeling very bullish about the future of retail media in the UK. Onwards. #retail #retailmedia #madfest2024 #marketing