DECODE - December 19, 2024

READ

How AI Is Changing the Game for Creatives (Stagwell Marketing Cloud) 

Where the brain needs help, new AI technology can offer a creative boost. Stagwell marketers and artists share how they use AI for clients to help come up with ideas, test and execute concepts. Code and Theory CEO Michael Treff shares how the agency built AI personas to successfully help sports-betting brand Tipico reach a new segment of customers in Ohio. “In the arc of history, technology is undefeated,” says Treff. “Those who adapt to AI are going to flourish and blossom and do incredible things that none of us could even think of. And those that don’t will have a really hard time.” Read the article. 

Brands, Don’t Water Down Your Messaging (Medium) 

“Last year was about adapting — reacting to a world in flux. Now it’s about being intentional and creating resilient systems that are built to last,” says Code and Theory Director of Brand Strategy Laura Casinelli. She shares why brands should select the right partnerships that challenge their thinking and move away from the need to be polished. “Today the winning brands are clear about who they are. They don’t water down their message and are not afraid to stick to their vision, even if it’s not for everyone.” Read the Q&A. 

Reclaiming Human Value in the Age of Technological Obsession (Unite AI) 

Companies often fall into an expensive trap when sprinting to embrace the latest technologies: focusing on adoption, not innovation. Left Field Labs Chief Technology Officer Eric Lee says brands need to have a bottom-up approach to testing tools and a human-centered design philosophy. “When companies prioritize solving real-world problems over chasing technology, they make smarter decisions and build lasting competitive advantages,” he says. Read the article. 

Agencies Flex Their Creativity With 2024 Holiday Cards (Adweek) 

‘Tis the season to use AI to connect with clients and fellow employees alike. From cathartic crackers to an AI album, here’s what agencies are doing this year. Kettle hosted a 100-person gift exchange called “Kettle Mansion” that had 10 white elephant exchanges happening simultaneously in 10 themed rooms, powered by Figma’s collaborative tools. Guests used Figma’s features to take their seats, steal presents and compete in a final bonus round where all participants come together. Learn more. 

FAKE FACTS

Santa deploys drone technology to decide whether you've made the naughty list again.

Continuing its drastic reversal, Google also says holiday cookies can stay.

MEET

Join Us at CES (RSVP) 

CES is coming up! We'll be on the ground in Las Vegas with Stagwell and ON_Discourse for floor tours, special events and more. Don't miss out — RSVP now.

WATCH

2024 in Review (Vimeo) 

Companies today don’t need ephemeral advertising created from a transient trend or hype cycle. That’s neither demure nor mindful. Our standard is simple yet uncompromising: We create value for our clients by creating valuable experiences for their customers. In 2024, we accomplished that goal on a level never before seen in our 23-year history. Watch it now.