POV Archives - Black & Ginger

Creative ad agencies take the fight back to AI

It has been well documented that AI is rapidly dismantling the creative sector one prompt at a time. However, all may not be lost as ad agencies begin to fight back by putting AI on the ropes in exchange for real brainpower.

Let’s not devalue AI. It’s quick, clever and, if you’re only average at your job, you’re pretty screwed. But to the ad world this is just the start and the gloves it seems are well and truly off.

Most AI is based on what already exists. It reworks and reorders data from the last 30 years to create new solutions. But what about the new new, the ideas that haven’t yet been created, haven’t even been considered. Maybe, just maybe, this is where true brainpower excels.

Over the last few months I’ve been tracking the industry’s response and I’ve been pleasantly surprised.

When @Leo Burnett relaunched the @Kellogg’s OG campaign earlier this year I was excited to see a bold shift towards strategic, confident creativity and brand ownership. This wasn’t the same Canva template everyone seemed to be using. It felt both traditional and modern. Kellogg’s were back, dominating the cereal space and the breakfast bowl.

Earlier this year I was blown away by @Heinz and their superb Just Add Bread creative by @Wieden + Kennedy London as part of the Trigger the Taste campaign. It was bold, clever and didn’t even require a logo. One of the first ads in a long time that truly respected the audience’s intelligence and actually made them think. Imagine people using their brains. Just brilliant.

There’s that saying we don’t know what we don’t know. I think that’s our job now as creatives, to push forward and create the new, new.

Agencies are fighting for their lives and delivering better than ever. This fight ain’t over.

If you want to talk to me about creative ideation then just drop me a DM.

#Advertising #Strategy #Creativity #AI

FACT – Emotive people make better lovers!

Okay, this may be a slight exaggeration and is completely unsubstantiated but it caught your attention. The actual fact in this statement is that emotion plays a huge part in both our decision making, and more critically our long term memory recall. So what does this have to do with brands I hear you say? The hippocampus (here comes the science bit, now concentrate) – the part of the brain that deals with the process of memory is at its most heightened when memories are linked with an experience or emotion. Just think about where you were when Senna died, the Twin Towers come down, or even where you where sitting at in the final moments of Game of Thrones. Heightened emotions are simple triggers for ‘recall’. If we can influence these then we can influence recall.

“We’re not out to create the best designs, we’re out create the best brand memory experience.”

As creative brand specialists we can often be played against other talented design studios, bigger businesses or ones that have the biggest teams, and to an extent rightly so… However not is all that appears here at Black and Ginger, and we have a hidden agenda – we’re not actually out to create the best designs, we’re out create the best brand memory experience. By aligning our emotional intelligence led research, we look to read between the lines, push buttons, play with your senses and what your expectations are and are not. By tapping into these emotional senses we can create brands that are more than just surface deep and actually connect with audiences on a deeper and more meaningful level.

Over the last 16 years we have developed these skills and in the UK are leaders in this area of design in brand. And don’t take our word for it, in the last 3 years 100% of the businesses we have worked with have seen market share growth and with improved recall across the board. Tomorrow you could be forgotten, remember today.

If you think we could help with your project we’d love to talk. Get in touch.