(CTN News) – In the dynamic realm of advertising and marketing, maintaining a competitive edge is absolutely crucial. Stagwell, a prominent holding company, fully comprehends this imperative and has actively nurtured innovation through its internal competitions.
The most recent star to emerge from their innovation incubator is Smart Assets, an artificial intelligence platform poised to revolutionize the manner in which brands handle their creative resources and gauge advertising effectiveness.
Stagwell’s $1 Million Investment: The Birth of Smart Assets
Stagwell recently granted a substantial $1 million award to the creators of Smart Assets, a groundbreaking platform conceived to harness AI for the purpose of categorizing a brand’s creative assets and assessing advertising impact through performance data.
This brainchild of innovation is currently in development by Locaria, a multilingual content and media consultancy operating within Stagwell’s Brand Performance Network.
Lindsay Hong, Locaria’s COO and a key contributor to the platform’s development, shared, “Everything fell into place at just the right moment.
We recognized the opportunity to use performance data to inform the creative post-production process, thereby creating assets of genuine significance, rather than producing content merely for its own sake.”
The Three Pillars of Smart Assets
Smart Assets is founded on three fundamental pillars:
- AI-Powered Asset Management: The platform harnesses artificial intelligence to efficiently manage a brand’s creative assets, ensuring their optimal utilization.
- Performance Analytics: Leveraging the power of data, Smart Assets provides comprehensive performance analytics, empowering brands to make data-driven decisions.
- Real-Time Creative Adjustments: Smart Assets enables immediate creative modifications based on data-driven insights across various platforms, guaranteeing that content remains highly targeted and effective.
AI and Content Recommendations
AI-driven content recommendations are by no means a novel concept in the realm of social media. Emily Andras, Associate Creative at the U.S. influencer marketing agency Billion Dollar Boy, pointed out that AI is increasingly being employed to enhance social media feeds.
Platforms are harnessing AI to personalize content and enhance user engagement.
Smart Assets takes this concept to the next level by not only offering content recommendations but also by comprehensively analyzing a brand’s content repository, categorizing attributions, and optimizing and predicting creative processes based on performance data.
Bridging the Gap Between Performance and Creativity
One noteworthy challenge in marketing organizations is the disconnect between the performance-oriented and creative facets of the business.
Elspeth Rollert, CMO at Stagwell Marketing Cloud, emphasized the importance of bridging this divide and highlighted how Smart Assets can play a pivotal role in connecting the dots.
It aligns teams from both domains and encourages collaboration within the Brand Performance Network.
A Glimpse into the Future As the year unfolds, Stagwell is gearing up for its 2023 innovation competition, set to unveil the next groundbreaking idea in early 2024.
Previous winners, including Smart Assets, have showcased the immense potential of innovation within the Stagwell ecosystem.
These innovations, ranging from generative AI tools to brand management software, are poised to shape the future landscape of advertising and marketing.
In conclusion, Smart Assets serves as a testament to the transformative power of innovation and AI in redefining how brands manage their creative assets and enhance their performance.
As the marketing landscape continues to evolve, platforms like Smart Assets will stand at the forefront, assisting brands in navigating the complexities of the digital world with data-driven precision and creative brilliance.