AI, data and the art of winning and retaining big brands in advertising agencies

If there is a universal truth for agencies, it is that no contract with a client lasts forever. Sooner or later, a request for proposal (RFP) arises that starts the well-known process of regaining customer trust. However, as advertising negotiation methods and segmentation approaches evolve, continuing to do “o that has always been done” is no longer enough.

Traditionally, customers have turned to agencies for two main reasons.The first is privileged access to media inventories, thanks to exclusive relationships with broadcasters, channels and platforms % fruit of decades of partnerships.The second is the ability to offer segmentation and audience strategies with technologies that meet specific needs of reach and performance, however, technological innovation has progressively reduced the competitive advantage of agencies in both aspects.

With increased investment in programmatic technologies and auction-based transactions becoming standard, personal relationships have lost relevance, even in traditional TV negotiations. For agencies that invested early in artificial intelligence (AI), the perception arises that they now offer services very similar to those of their competitors, including other agencies and major players in advertising technology.

The time is for action: agencies need to use technology to create or strengthen new capabilities that keep them competitive creative data potential. The challenge lies in adapting your responses to RFPs to highlight this essential differentiator.

Customers are looking for agencies that can keep up with the constant cycle of new tools and innovations, as demonstrated by the boom of generative artificial intelligence startups over the past two years.It is understandable that agencies are incorporating cutting-edge technology into their pitches: 70% of agency decision makers in the U. S. use generative AI to develop early concepts, and 59% employ it to optimize insights into the public, according to Forrester.

Adopting the right AI is crucial, but implementing it and using it effectively can be challenging. Additionally, agencies are expected to not only improve efficiency but also drive customer growth.According to Coca-Cola, agencies should consider the following aspects when evaluating technologies:

• The AI solution must have a clear and defined purpose;
• Seamlessly integrate with existing operations, both agency and client;
• Demonstrate effectiveness with proven results and adherence to ethical standards;
• Be scalable and adaptable to different customers.

Creative quality is widely recognized as the primary driver of marketing effectiveness, with 80% of marketers ranking it as essential, according to the Week Marketingagencies need to excel through their ability to measure and optimize campaigns based on creative data.

Four questions that agency pitches should answer

1. Does your solution incorporate creative data into the marketing stack?The historical separation between media and creative teams makes many media professionals consider that creative issues are not their responsibility. This view limits the impact and efficiency of campaigns.Responding to RFPs must demonstrate integrated processes where teams refine and improve ads in real time, using constant insights from creative data.
   
2. Do you use real-time creative data to optimize ads and inform productions?Lack of real-time creative optimization is a common problem.Recent advances in machine learning and data processing enable near-instantaneous analytics, helping agencies demonstrate agility by tuning creative campaigns based on immediate insights.
   
3. How do you measure and minimize media waste, especially with a focus on sustainability?With more environmentally conscious consumers, agencies must demonstrate how they achieve sustainability goals by optimizing creatives to reduce media and energy waste.Creative data offers insights into message performance, eliminating resource waste in ineffective content.
   
4. Do you ensure that ads are tailored to the purpose and channel?Channel fit should be a priority, but it is often overlooked.Pitches should detail how they ensure brand governance and adherence to the specifics of each platform, including screen orientation, sound, and content location requirements.

Next stepsOvercoming the competition requires more than good relationships and operational efficiency. Incorporating creative data into the agency's core processes allows us to offer a differentiated and valuable proposal for brands seeking robust and performance-driven solutions. Demonstrate an integrated strategy of creative data & from real-time optimization to future insights.