Ken Madsen

Interesting debate where I was happy to contribute in The Drum article on the recent Goldman Sachs AI report which raises important critical questions on use of #AI investments in the creative and marketing industry. My POV on it.... The arrival of #AI in marketing is a double-edged sword. AI tools and solutions bring unprecedented efficiencies and possibilities, but their general availability also levels the playing field. The Goldman Sachs report’s skepticism about ROI for non-tech businesses underscores a critical issue: how can any agency charge a premium or maintain better margins when everyone has access to the same AI capabilities? The key lies in how these tools are applied. Agencies can set themselves apart by their unique approach to integrating AI into their operations, strategies, and creative processes. The real value moves from the technologies themselves to the expertise and creative application of those tools. At Omnicom, we call this "Elegance at Scale." The challenge is bringing creativity back to AI as brands demand more customized content at scale. Often, content studios and one-off tools slow down, become more expensive, and lose quality when scaling. Agencies that invest in customized data analytics solutions, proprietary AI applications, and skilled talent can offer faster insights, faster creative sprints, and lower funnel efficiencies. By rethinking their costing models from FTE to pay-for-demand, agencies can also provide tailored strategies that a highly qualified, AI-savvy workforce can deliver, making clients willing to pay a premium for these enhanced integrated intelligence services.

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The clean room future is no longer on the horizon – it’s here. And for leading companies in every industry, clean rooms are transforming marketing strategies. 80% of advertisers spending over $1B on media are already using them. But here's the thing – most brands are only scratching the surface. While many are using clean rooms for audience insights, only a third are leveraging advanced measurement like attribution and ROAS. And broader collaboration across partners and complementary brands offers even greater potential. Modern clean rooms are now fully interoperable, breaking down silos between brands, retailers, and media partners. In talking with companies across industries, I constantly hear their desire to get started, but also recognize that this represents unexplored territory for many. To help companies navigate the complexity, LiveRamp has put together a playbook of some of the most common tactics, and I've attached a link here. Happy reading!

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Tariffs are trending. Experience shows that already price sensitive consumers will take the hit if they are implemented. Here are some thoughts on what to expect and some ideas of how marketers can prepare for them. https://lnkd.in/exE-hTQ9

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As the allure of RMNs grows, marketers will need to exercise caution given the numerous challenges ranging from the lack of transparency to regulatory risks, and the growing acceptance of conquest marketing and the leverage that provides retailers.

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As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett, VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eJ9Q3PDJ #ContextualAI #CTVAdvertising #InnovationInMarketing

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X is suing major advertisers like Unilever, Mars, CVS Health, Orsted, and the World Federation of Advertisers for allegedly conspiring to boycott the platform, leading to billions in lost ad revenue. The lawsuit follows a decline in advertising due to concerns over brand safety. X seeks damages and an end of the alleged boycott, legal experts seem to believe the case might struggle against First Amendment protections. #X #Advertising #BrandSafety https://lnkd.in/eiJQQJYV

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Horror show Just what the grocery sector needs: an ad campaign aiming to inform consumers about the terrifying commercial tactics grocery retailers use Option consommateurs' new campaign uses horror movie elements to spotlight underhanded grocery store tactics. Employing horror tropes suggests a dramatic level of fear, yet what most consumers likely feel is not terror, but a mix of irritation - even anger - and powerlessness when faced with manipulative (terrifying?) marketing. And for those who have to leave items in their basket once they see the total, the emotion is likely a mix of embarrassment and despair. While the horror story grabs attention, it seems a stretch, potentially diluting the campaign’s core message of empowerment and vigilance. Ian Mirlin used to remind me that "an inch of difference in the strategy makes a mile of difference in the execution". Perhaps fear and terror are the wrong emotions for this tale.

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Getting "obsessed" with consumers can be a smart move for brands that can help increase engagement and loyalty. Ben Osborne of Creative Bloq writes, "We don’t invent brands; we find them – more archaeology than alchemy. We believe that inherent in every brand or company is something extraordinary and unique, a truth, worth uncovering." Creative branding is all about one thing, after all: the consumer. Why are we being creative? Why are we innovating? It's all for the consumer — to capture their engagement and loyalty. In obsessing over the consumer by learning from our metrics, consistently following up post-sale or interaction, and taking their feedback and interests as seriously as possible, we're bound to find that connection and loyalty. #ConsumerObsession #CreativeBranding #Marketing #Advertising

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A really good point by Arielle Garcia in this story (read the whole thing) "Privacy-enhancing tech doesn’t make creepy and disruptive ads less creepy or disruptive in the eyes of the average user." Research presented at PrivacyCon says that "perceived privacy violations" for on-device systems that don't identify you individually are about the same as for conventional cookie-based tracking https://lnkd.in/gqA-bb5g That research is consistent with my experience answering end user questions about this stuff. People seem to be just as interested in turning off the new "privacy-preserving" ad features as the old-fashioned cookies—sometimes more. What I think is going on here is that, true, the new features don't identify you as an individual, but they still do some of the problem parts of "creepy" ads. A "privacy-preserving" ad system can still: * match scammers to likely victims * classify people into groups to enable price discrimination and other forms of discrimination

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We are in the height of the primary and election season, so I thought this recent study of 15,000 consumers from 15 countries was timely. In the U.S. , 88% of respondents believe that brands are doing things they consider political or politically motivated. The two highest responses in the survey as to what constitutes a "political act"? 1. Taking a stand on an issue 2. Using social platforms that host extremists Well good luck on finding a social platform devoid of extremists! As fare as taking a stand on issues , a majority of respondents believed that when a brand is under pressure to take a side on a controversial or political issue, they must take a position rather than stay silent. Why? Because the respondents believe if the brand stays silent, they assume it's doing nothing or hiding something. The findings suggest that brands shouldn't bow to pressure once they've taken a stand, and they should defend their decision based on values. So my advice is simple. Dust off the brand values, mission, and vision statements... and make your decisions on taking a stand based on what your brand stands truly for! If you don't know the answer, we can help. Good luck and if you have any advice for marketers or experiences, please share!

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WHAT IF we integrated new product samples into the products consumers already buy? Thank you Retail TouchPoints for publishing my thoughts on the idea. And apologies once again for using the term win-win... Cliff Notes: In a market where new products struggle to catch on, the advertising campaign can't be expected to do it all (no matter how well it scored in testing). CPG brand leaders, your existing portfolio is an untapped Media Vehicle that can generate trial and awareness in support of your latest new product launch simply by inserting samples into your most popular brands (specifically those with the same growth consumer). It's not complicated, it's just different. Retailers & Merchandising Directors, what if this was a prerequisite for incremental shelf space? It’d speed things up for everyone. Sales Leaders, need something new to unlock an endcap or stand-alone display? Marketers, your existing brands can be your most reliable media vehicles to generate awareness and trial. Strategists & Researchers, think about the unlimited engagement opportunities enabled by the QR Code and the amount of consumer learning and product feedback this opens up. (*this part will make much more sense after seeing a prototype*) Packaging Engineers, rest assured Insight Pack's custom automation equipment (and expertise) has been on just about every manufacturing line in the country. Another quick shout out to all the past clients and agency friends who’ve supported the idea and this entrepreneurial journey, especially Andreas Aristides, Sarah Hofstetter, Jason Lonsdale, Ben Feeney, Richard McDonald, Ted Roumanis, Ryan Marek, Greg Batton, Chris Roark, Matt Newton, Kristine Kobe, Anup Shah, John Fraser, Clive Sirkin, Claudine Patel, Mike T., Tiffany B., Pamela Erlichman, Tom Coburn, Matt Fischvogt, Todd Feitlin, Bryan Gray, Alicia Esposito, Marisa Armand, Razi Imam, Anupam Singh, Nora DiNuzzo, Eric Brown, John Grad, Danae McDuffee Downing, Maggie Wright, Matthew Wehrman, Hari Nair, Jared Drinkwater, Russ Muth, Todd Wetmore and Brett Berry #retailinnovation #shelfspace #insightpack #rapidproductmovement #media #newproductlaunch #walmart #kroger #entrepreneur #manufacturing #sampling #packagingengineer

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Yep, scale still matters in media, especially if you’re an agency. Further agency consolidations aren’t necessarily good news for advertisers, who are facing more competitive conflicts sharing agencies with rival brands and facing reduced transparency as agencies grow more powerful. Possible this could trigger some high profile media pitches in 2025 as rival brands race to secure the best terms within the merged group. #MediaForGrowth https://lnkd.in/g4NnXTsE

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With the growing non-retailers creating their own Retail Media Network, should we continue calling it "Retail Media"? Maybe we should call this broader first party data strategy as Loyalty Media. With Retail Media, capturing the additional feature of providing sales insights to their brand advertisers, as a niche of Loyalty Media. thoughts? #retailmedia #loyaltymedia #QSR #FSR https://lnkd.in/gcryb9ne

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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The Digital Out-of-Home (#DOOH) industry has seen significant growth, becoming a crucial platform for brands and advertisers. However, there are pressing challenges that solution providers must address to help businesses unlock the full potential of #digital displays. #adtech #innovation

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Exciting news! Path to Purchase Institute just published my latest article on Impulse Shopping. At Provoke Insights, we surveyed 1,500 individuals across the US to uncover who's most prone to impulse buying and which industries are most susceptible to impulse shopping. Our findings reveal crucial strategies for marketers. Big thanks to Melissa Conforto for her hard work on this project! #ImpulseShopping #MarketingInsights #marketresearch https://lnkd.in/e5DV3MUx

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