Automatic for the People: The Unification of Media and the Machine

 

Ciceron decided earlier this year to move from our (usual) large group info series towards a more intimate, hands-on, exclusive format we’re calling the Ciceron 411. This reimagined event will be held more frequently, on an as-needed basis. A smaller format provides marketing leaders a better opportunity to share with one another, ask tough questions and fearlessly meet challenges head on.

Held in early August at a new and exclusive location, The Spot, the first 411 event was attended by many local industry professionals. We kicked the morning off with a rooftop breakfast, where guests had the chance to mix and mingle in a relaxed atmosphere. Clear blue skies were the perfect backdrop. We were off to a great start.

A discussion was led by founder, Andrew Eklund, with a panel made up of Ciceron’s own unified digital media experts: Ashley Evenson, Director of the Digital Media Group, Phil Davis, Social Marketing & Advertising Strategist, and Amber Verhulst, Paid Media Strategist. Focused on very recent and dramatic changes in programmatic out-of-home (OOH), radio, addressable TV, digital video and more, it was discussed that many brands often over complicate the media planning and the process by having too many hands in the channels. The team shared that now, more than ever, it’s critical to have a singular source who can monitor audience behaviors and move budget from channel to channel, all the while being efficient and fast. Several of Ciceron’s campaigns for Warner Bros. Records demonstrated this approach, specifically campaign launches for the Grateful Dead, Prince and Dua Lipa. Each campaign was uniquely successful in not only identifying its respective audiences but also driving sales. This programmatic revolution was also evident in the work that was shown for other clients like Be The Match and City & County Credit Union.

In consideration of what to do with all of that data, our event topic shifted to that of AI, or, as we like to call it, “augmented intelligence.” Our VP of Consumer Insights & Technologies, Kristen Findley, discussed our partnership with Equals 3 and introduced their marketing data platform, Lucy, powered by IBM Watson. Kristen demonstrated how AI can make the research on audiences more accessible across organizations. Data sources and documents all can be unified and accessible in one place, bringing efficiencies to making people-knowledge more equitable. She shared how a whole organization can become smarter by using AI to centralize intelligence vs. sitting in silos or on people’s laptops and hard drives.

The event closed with a productive Q & A, leading to some wonderful discussions and feedback. The response was overwhelmingly positive, and Ciceron is excited to have the 411 as a regular fixture throughout the year. If there is a topic that you’d like us to explore for the next 411, would like to know more about our unified media approach, or want to meet Lucy, please drop us a line at andrew@ciceron.com.

The next event will be announced soon!