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 begins the well-known process of regaining the customer's trust. However, as advertising negotiation methods and targeting approaches evolve, continuing to do "what has always been done" is no longer enough.

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

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

The time is for action: agencies need to use technology to create or strengthen new capabilities that keep them competitive. Among these, the most important is thepotential of creative data. The challenge is to tailor your RFP responses to highlight this essential differentiator.

Clients seek agencies capable of keeping up with the constant cycle of new tools and innovations, as demonstrated by the boom of generative artificial intelligence startups in the past two years. It is understandable that agencies are incorporating cutting-edge technology into their pitches: 70% of decision-makers at agencies in the US use generative AI to develop initial concepts, and 59% use it to optimize audience insights, according to Forrester.

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

• The AI solution must have a clear and defined purpose;
• Integrate seamlessly into existing operations of both the agency and the 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 key driver of marketing effectiveness, with 80% of professionals rating it as essential, according to theMarketing Week. Therefore, agencies need to stand out through their ability to measure and optimize campaigns based on creative data.

Four questions agency pitches should answer

1. Does your solution incorporate creative data into the marketing stack?The historical separation between media and creative teams leads many media professionals to consider creative issues not their responsibility. This view limits the impact and efficiency of the campaigns. Responses to RFPs should demonstrate integrated processes, where teams refine and improve ads in real time, using continuous insights from creative data.
   
2. Do you use real-time creative data to optimize ads and inform productions?The lack of real-time creative optimization is a common problem. Recent advances in machine learning and data processing enable near-instantaneous analysis, helping agencies demonstrate agility by adjusting 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 should demonstrate how they achieve sustainability goals by optimizing creatives to reduce media and energy waste. Creative data provides insights into message performance, eliminating resource waste on ineffective content.
   
4. Do you ensure that ads are tailored to purpose and channel?Channel suitability should be a priority, but it is often neglected. Pitches must detail how they ensure brand governance and adherence to the specificities of each platform, including screen orientation requirements, sound, and content placement.

Next stepsOvercoming the competition requires more than good relationships and operational efficiency. Incorporating creative data into the agency's core processes allows for offering a differentiated and valuable proposal for brands seeking robust and performance-driven solutions. Demonstrating an integrated creative data strategy — from real-time optimization to future insights — positions agencies as indispensable partners in client success.