The Creativ Brief: Creativ Insights launches with new executive leadership
This week we made the biggest strategic move in our young company's history, joining forces with data science firm TalkAItive to form a new division, Creativ Insights.
Our bet is two-fold:
The marketing industry needs better methods to evaluate their consumer data, campaigns, media valuations, IP values and…
Applying machine learning to those marketing challenges will provide the best solution.
To deliver on that strategic bet, we had to expand our team.
Vibhu Bhan joins the firm as Chief Operating and Information Officer (COIO). He will lead the division, development of all martech products, processes, and operations for the combined companies.
Joe Lai will become Chief Technology Officer (CTO). He will lead the product and technology vision, implementation, and research services. He will report to Vibhu Bhan, COIO.
These two gentlemen join our firm with 30 years of data analysis and technology development experience across financial services, automotive, and construction. Their clients have included CIBC, Mastercard, FCIB, ATB, Credit Union Electronic Transaction Services, Toyota Canada, and National Bank of Dubai. They own multiple North American patents in machine learning and artificial intelligence that utilize large language models in order to develop summary and sentiment understanding of large bodies of texts.
Meeting Vibhu and Joe is like discovering Mozart and Beethoven before they composed their symphonies. I’ve never met professionals whose astute expertise in consulting, finance, operations, and technology compliment my own so well. With Vibhu and Joe onboard, I know we’re going to build the next transformative marketing technology firm together.
To read the full release, click here.
3 Stories Dominating Media and Tech Headlines
The Chief Executives of Meta TikTok, Snap, Discord, and X testified before the Senate Wednesday. Parents of children sexually exploited were in the audience. Zuckerberg and Spiegel personally apologized to families for tragedies. Chew ducks and weaves on regarding their platform’s connection to China.
Why it matters: Everyone agreed on one thing, hating on social media companies. Big tech is losing friends in Congress as negative externalities of their platforms become apparent. More legislation may be on the horizon, if they ever figure out how to pass something.
Universal Music Group failed to renew a licensing deal with TikTok amid disputes over artist compensation, security, and the use of AI. Thousands of songs suddenly became ‘muted’ on the platform and vanished from the social media platform late Wednesday evening for its 1 billion users.
Why it matters: A large part of TikTok’s appeal comes from syncing video to popular music. For artists, TikTok has become an essential marketing medium for new music and to break artists from viral pick up. The standoff is a lose-lose.
Microsoft, who has committed to investing more than $10 billion in Open AI’s Chat GPT, will set the tone for expectations in AI this year. In addition, the Windows maker has been rolling out “CoPilot”, the $30-a-month Microsoft 365 service that can draft emails, make presentations, and collate meetings.
Why it matters: Microsoft is leading the charge in Gen AI services in 2024. The company is one to watch in 2024 to evaluate the advances in GenAI use cases, cloud computing, and how these changes will aid consumers at scale.
Creativ Spotlight - Does Gen Z Care About the Super Bowl?
The Gen Z panel focused the various ways the youngest generation of consumers would be interacting and watching the Super Bowl. Panel participants included our PR associate consultant, Bree Doldron!
Stat of the Week - Marketers’ Most Important Consumer Trends for 2024
Chart by Miles Mahoney
After surveying 1000 executives from brands and agencies, marketer’s most important consumer trends to look out for in 2024 are Gen AI (57%), CTV/Streaming (53%), and Tiktok/Social Video (49%).
Gen AI innovation is dominating the media, CTV ad budgets are on the rise, and short-form video content is the most engaged social medium heading into 2024.
Expect a large influx of innovative advertising opportunities within AI applications, new CTV content, and short-form video across an array of social platforms to arise in 2024.
One Fun Thing - Team Axe throwing extravaganza
The Creativ Strategies team had an axe to grind during their company retreat in NYC. Some of us were seasoned axe wielders, others not so much.
