POSSIBLE, organized by MMA Global, first launched last year with the goal of curating content and offering masterclasses, workshops, programming and more focused on the future of marketing, communication, culture and technology—all delivered by the biggest names in the business. Naturally, we were there too, where Monks from across our practices together shared a holistic view of practical ways that AI is transforming marketing right now. Touching on content, data, media and the technology that makes it all possible, here's what we covered on the stage.

Brands accelerate success with a test-and-learn approach to AI implementation.

First, our Co-CEO, Content Wesley ter Haar joined MMA’s AI Leadership Coalition (ALC), a group of marketers dedicated to responsibly and effectively integrating AI into marketing. The coalition seeks to equip the industry with tools and resources to harness AI across creative, media, and operations—and met on the stage to share how major brands are embracing the technology through a test-and-learn agenda, where ter Haar shared insight into our strategic approach to AI adoption.

We follow a three-phase process designed to create self-evolving systems that are not only efficient, but also effective. This includes an initial consulting phase where we define high value workflows quickly: ones that increase revenue, decrease costs, and most enhance productivity. Next, we integrate tools and technology into cutting edge software workflows to deliver growth, cost reduction and performance effectiveness. The process concludes with an execution phase—but that’s actually just the beginning, because as the brand rapidly reaches cost neutrality, investments can be made to fuel further innovation.

“AI has transitioned from toy to tool,” ter Haar said. “This evolution is outpacing even the most optimistic forecasts from industry experts. With these advancements, we are finally on the path to realizing the initial promise of digital advertising: enhancing precision and delivering personalization at scale.”

Augmented by AI tools, teams extract more value from their data.

SVP, Media Greg Kirby participated in a panel hosted by Tracer, the marketing reporting and analytics platform, which focused on data-driven trends that are defining digital marketing. Tracer’s technology enables brands to unify data sources to gain a holistic understanding of their audiences; likewise, Kirby shared how our focus on embracing emerging media helps brands better follow their audiences and engage with them more effectively, especially when augmented by AI-powered workflows that span the entire marketing function.

This can lead to surprising insights, three of which were covered in the talk. For example: Taylor Swift drove female viewership for the Super Bowl—but social media ad delivery to women dipped because they were so busy watching the game instead of scrolling. The finding opens up interesting conversation into ways that consumer data and content can reach new audiences in innovative ways.

On a related note, the panel moved on to how AI is driving creative analytics. Marketers increasingly rely on AI to optimize their creative, identifying variables like messaging, colors and objects or models depicted and their effects on performance. But this is also familiar territory for marketers in the data and digital media space.

Finally, the conversation turned to emerging platforms and formats, including new ones from Pinterest, which enable high-engagement, low-cost opportunities for brands. It can be tricky for a brand to understand how to best engage their audiences on emerging channels, but with Persona.Flow, an expansion of our Monks.Flow professional managed service, brands can translate their first-party data into interactive audience personas, then converse with them to quickly adapt to trends and fuel continuous learning and evolution in their marketing strategies as formats continue to evolve. This exemplifies the crucial role of a mature first-party data strategy, enabling brands to not only respond to but anticipate market dynamics data that continuously feeds into AI-driven workflows.

AI-powered platforms drive emotional relevance in creative delivery.

In addition to understanding audiences more effectively, AI-powered tools are also helping marketers make the most of their media investments. Our Head of Brand Investment Matthew Kramer participated in a panel, hosted by marketing platform business Wurl, whose tools power advertising, marketing and distribution across the world’s connected TV (CTV) ecosystem. The panel ruminated over the prevailing challenges that advertisers face in CTV today, including clutter, fragmentation and breaking through the noise.

One solution to these problems is building emotional resonance with audiences. This is being solved by a newly launched service from Wurl called BrandDiscovery, which Kramer and his team got to explore hands-on in work for a financial client. This led to impressive results, including a 33% lift in aided brand awareness and a 15% increase in purchase intent. “What’s even more promising, the campaign saw a 200% improvement in cost per engagement—as measured by EDO—when the ad creative’s emotions matched the content right before the ad break,” he told StreamTV Insider.

The use of new, AI-driven tools like BrandDiscovery to overcome significant challenges like capturing attention in the competitive CTV ecosystem, and nurturing close partnerships with the teams who build those tools, reinforce our approach to embracing new media channels and formats to better serve consumers. “From a partner perspective, we’re thinking about how we use these data tools and targeting driven by AI to make CTV—which historically hasn’t been tied to lower-funnel results—into a full-funnel driver,” Kramer said.

You can hear Kramer cover some of these possibilities in a recent episode of the Nex6 Project, hosted by John Ghiorso, where the two discuss how CTV is affecting creative and the role that AI is playing in that evolution.

Embrace the future, now.

From ter Haar's insights on AI's evolution from a novelty to a fundamental tool, to Kirby's exploration of data-driven audience engagement, and Kramer's discussion on emotional relevance in CTV advertising, POSSIBLE captured a detailed picture of how AI is transforming marketing—along with actionable strategies of how marketing teams can adapt and thrive within it. It's clear that as we continue to build and harness these tools, the potential to drive brand growth and engage with audiences in meaningful ways is not just possible—it's happening now.

Eric Shamlin, our EVP, Strategic Partnerships, joined with industry veterans on the panel to highlight the exhilarating journey of experimenting with AR, VR, and AI over the past several years. His team's foray into emerging media has not only been fun but also incredibly fruitful, showcasing AI's potential to revolutionize creativity.

Together, the panel painted a picture of how AI has transitioned from a mere experimental tool to an integral part of the creative process: whether to speed up pre-production, ideate concepts, or create assets at scale, AI workflows have become indispensable for the enterprise. In fact, these technologies not only facilitate creativity but also democratize it, allowing more people to express themselves in ways previously unimaginable—while also giving creative teams the ability to reach far more diverse audiences with personalized, relevant content.

Still, the panelists agreed that the role of human touch remains key. They shared experiences where AI-generated assets underwent manual refinement to meet quality standards, highlighting that while AI can significantly enhance efficiency and creativity, it does not replace the nuanced skills of human designers and creators.

“For creators, AI gives them superpowers,” Shamlin explains. “More people can create, like my good friend who is not classically trained as a creative–he's an accountant–but he can now let his dreams run wild.”

Looking ahead, the conversation touched on potential design trends influenced by AI, such as mashup culture and a renaissance of creativity across various mediums. The panelists envisioned a future where AI empowers creators to explore new horizons without being constrained by traditional limitations.

For brand executives who are curious about incorporating AI into their operations, this discussion offers valuable insights. It’s clear that embracing AI can lead to remarkable efficiencies and unlock new creative possibilities. However, success in this evolving landscape requires a willingness to experiment, learn continuously, and adapt strategies in line with technological advancements.

As we stand on the brink of this new era in creativity powered by artificial intelligence, one message resonates strongly: the future belongs to those who embrace change enthusiastically and leverage these powerful tools to enhance their creative endeavors.

Our world is moving toward accelerated computing, with workloads being adapted into efficient AI workflows—including our Monks.Flow professional managed service, which connects exceptional talent with the greatest AI tools, APIs and models, all within easily orchestrated pipelines. Integrated with the latest innovations from NVIDIA, AWS and other technologies, we’ve built best-in-class solutions across each of our practices: Content, Data and Media. At GTC, we’ll demonstrate these solutions, and attendees can get a chance to see them in action.

Check us out at the NVIDIA XR Zone Pavilion – Monks.Flow and OpenUSD.

Stop by the NVIDIA XR Zone Pavilion to get a sneak peek at Monks.Flow, an AI-centric professional managed service that streamlines how humans and machines interoperate at every step of the marketing journey, from building business intelligence to delivering hyper-personalized creative content. Monks.Flow leverages NVIDIA CloudXR and the NVIDIA Omniverse OpenUSD development platform to help brands virtually explore different customizable product designs and unlock scale and hyper-personalization across any customer journey.

Stop by the AWS booth (#708) for more on Monks.Flow, implementations and its use cases.

In addition to the NVIDIA XR Zone Pavilion, you’ll also find our featured space at the AWS booth, #708. There, we’ll have a dedicated kiosk where you can meet the Monks and learn all about the AI solutions built on AWS and NVIDIA technology that we’re delivering to CMOs.

We have designed a state-of-the-art workflow that helps marketers make better decisions by allowing them to chat directly with their customer personas, which are enriched with a comprehensive knowledge base and multiple large language models. This workflow delivers a tailored, secure, and scalable AI language framework for clients. Providing an understanding of language, context, emotion, and tone, these demos showcase the types of dynamic, low-latency interactions made possible by AI.

Wormhole, our out-of-this-world animatronic alien, will be stationed at our kiosk, ready to chat with passersby. Connected to the cloud and powered by AWS AI tools, including Bedrock, Amazon Sagemaker and Amazon Polly, Wormhole demonstrates lifelike movement and speech and serves as a prototype for the kinds of human-to-robot creations that are made possible by advances in AI—with a touch of humor.

After chatting up Wormhole, stick around for a showcase of Novo, a lifelike virtual human. The ultra-realistic avatar integrates NVIDIA NeMo and NVIDIA Audio2Face, both part of the NVIDIA ACE suite of technologies, to deliver an immersive and engaging conversational experience.

Don’t miss informative talks throughout GTC.

How Media.Monks Builds Generative AI Experiences (March 20, 10am PDT)

If you want to learn more about Wormhole and how it all came together, don’t miss this talk led by Iran Reyes (VP, Global Head of Engineering, Media.Monks), Peter Altamirano (VP, Global Head of Technology, Media.Monks), and Gregoire Rouyer (Global Partner Strategy Lead, AWS). Taking viewers behind the scenes into the creation of Wormhole, the trio will discuss relevant AWS AI tools, including Bedrock, Amazon Sagemaker and Amazon Polly. Learn how it was built and pose your questions to the team!

Revolutionizing Fan Engagement: Unleashing the Power of AI in Software-Defined Production (March 21, 10am PDT)

Presented by Lewis Smithingham, SVP of Innovation and Creative Solution at Media.Monks, this talk will discuss how software-defined broadcast and Monks.Flow for Media and Entertainment are transforming broadcast and unlocking cost reduction, content scalability, talent acquisition, sustainability and more.

Our advanced live production pipeline is powered by NVIDIA hardware, including NVIDIA RTX 6000 Ada Generation GPUs and NVIDIA L40S GPUs, to support 8K 60fps pipelines for live broadcast. Media.Monks’ latest iteration of broadcast and content delivery tools integrates NVIDIA Holoscan for Media to serve hyper-personalized content to fans across new media formats. In order to build this content at speed and scale, Media.Monks utilizes the NVIDIA DeepStream SDK, part of the NVIDIA Metropolis platform for developing vision AI solutions, to identify in-frame images within specific broadcast segments. It also uses the NVIDIA NeVA model, hosted with the NVIDIA Triton Inference Server, which etches relevant metadata information to accurately deliver the segment to interest-based audience groups. Retrieval augmented generation (RAG) is used to aggregate and segment audience data sets, and, in turn, serve hyper-personalized content to viewers with incredible precision. Finally, the software-defined production pipeline brings together a series of technologies from AWS, including EC2 (instance types G4dn and G5), CloudFront, Route 53, CloudWatch, and CloudTrail.

Watch the presentation to learn how it all comes together to help brands and broadcast rights-holders reach incredibly specific and granular audiences—for example, a basketball viewer in Utah who likes rap music, collecting sneakers, and gaming.

AI Orchestration for the CMO with Monks.Flow

Take a look at Monks.Flow, our professional managed service for marketers that trades manual workloads for AI workflows. The platform-agnostic orchestration tool is designed to work across an organization’s existing tech stack and is built around the unique needs of the enterprise. Monks.Flow and our consulting practice help CMOs reduce costs, select tools and partners, develop model and owned data strategies, integrate teams, build business intelligence and maximize marketing impact.

Our latest Monks.Flow release is Persona.Flow, which provides deep consumer intelligence by simulating detailed, interactive consumer personas that are engaged in a question-and-answer format. Facilitated by a RAG framework that orchestrates brand and factual consumer data, Persona.Flow provides brands with the insights they need to fuel content generation and creativity at scale.

While we’ll have videos at the kiosk inside AWS booth #708 demonstrating the abilities of Monks.Flow, VP, Emerging Tech and R&D Sander van der Vegte and EVP, Innovation Michael Dobell will also be presenting on the solution at the nearby AWS In-Booth Theatre, located at the AWS booth. Stop by on March 20 at 1:50pm PDT for the formal presentation, or stop by at our kiosk any time to learn more. Viewers will learn firsthand how AI-powered workflows are enabling marketing-led transformation across the enterprise.

We can’t wait to see you!

As we approach NVIDIA GTC, we invite everyone to join us in exploring the incredible potential of AI and machine learning. From advanced workflows to immersive conversational experiences, we’re excited to provide a glimpse into how these technologies are transforming the industry now, not just in the future. We hope to see you there!

As the Managing Director of one of our offices in the Netherlands, I’m officially an outsider who’s looking in. What I see is a region with a rich and diverse cultural heritage, which usually provides a deep well of inspiration for creative expression. As someone with a multicultural background (and an extensive career in this creative industry), I know that this cultural richness often translates into unique storytelling, vibrant visuals, and a fusion of traditional and contemporary elements.

At the same time, I see a region that—like most others—has a complex social and political landscape, marked by historical events and ongoing challenges. Such a context can serve as a source of inspiration as well as motivation for creative professionals to address pressing societal issues and challenge norms, so I’m curious to see which brands dare to spark complex, impactful conversations through their work.

Lastly, I’ve been amazed by how talent across this region has embraced technology and digital platforms in the most innovative ways. From interactive installations to virtual reality experiences to AI-powered integrated campaigns, creatives in MENA have been at the forefront of utilizing technology to deliver immersive and engaging content that truly captivates audiences.

Moving beyond what meets the eye, I want to understand what matters in the MENA region, what makes both brands and audiences tick, and what opportunities exist for international companies looking to set up shop here? What’s top of mind, trending and creatively outstanding? So, in the lead-up to Dubai Lynx 2024, I decided to sit down with a few fellow Monks who are also joining the big event. Scroll down and get the full scoop from Hoda El Nazer, Gavin Stradi, Nada Nassar and Tomas Almuna.

Nada Nassar, Associate Creative Director

How does creativity in the MENA region stand out in the global landscape?

What sets us apart is our unique ability to merge traditional storytelling with modern mediums, creating a rich, distinctive voice in the global arena. Our creative landscape is diverse, encompassing everything from cutting-edge tech in Dubai to groundbreaking films in Egypt. We’re not afraid to push boundaries or challenge norms, often infusing our work with social and political commentary that resonates globally.

How do you see the role of digital marketing evolving in the MENA region over the next year, especially with the use of AI?

Digital marketing in the MENA region is on the cusp of a revolution, spearheaded by AI. We're looking at a future where personalized marketing becomes not just an option, but a necessity. AI will enable brands to understand and predict consumer behavior with unprecedented accuracy, tailoring content, recommendations, and interactions to the individual level. Chatbots, voice search, and AI-driven content creation will become more sophisticated, providing consumers with instant, relevant, and interactive brand experiences. Moreover, AI’s role in analyzing big data will allow for more strategic decision-making based on consumer trends and preferences. The key will be to use AI to enhance human creativity, not replace it, making marketing campaigns more effective and emotionally resonant than ever before.

What do you think matters most to audiences in the MENA region right now?

In the MENA region, authenticity and digital engagement are king. Audiences here crave content and products that resonate with their cultural and personal identities, all while seeking seamless, technology-driven experiences. Brands should prioritize storytelling that is deeply rooted in local culture yet has a universal appeal. This year, focus on leveraging cutting-edge technologies like AR and VR to create immersive experiences. Sustainability is also a hot topic; consumers are increasingly drawn to brands that demonstrate genuine commitment to environmental and social responsibility. In essence, blend tradition with innovation—and always keep it real.

What opportunities exist for international companies looking to tap into the MENA region?

The MENA region is a goldmine of opportunities for international companies, offering a young, tech-savvy population, a growing economy, and an appetite for innovation. To succeed here, companies must navigate the landscape with cultural sensitivity and a genuine desire for partnership. The key is localization—understanding that each market within the region has its own preferences and nuances. Collaborating with local talent, respecting cultural values, and contributing to the community will help build lasting relationships. Additionally, the region’s strategic location as a bridge between East and West offers unparalleled access to diverse markets. In short, come with respect, bring your A-game in innovation, and be prepared to embrace the vibrant complexity of the MENA region.

Gavin Stradi, Creative Director

How does creativity in the MENA region stand out in the global landscape?

The MENA region is a hub of creativity, showcasing an interesting blend of tradition and modern innovation. It maintains local authenticity, yet has a universal appeal. As MENA creatives embrace digital and AI tools, they're not just pushing boundaries—they're redefining them, propelling the region into the limelight with innovative, forward-thinking ideas. This fusion of heritage and innovation positions the MENA region not just on the global stage, but as a global pioneer across multiple industries.

What do you think matters most to audiences in the MENA region right now?

As we navigate the ever-growing digital landscape of MENA, it's clear that the pulse of the market is defined by authentic connections and personalized interactions. Today's consumers are active participants seeking brands that they can connect with. It’s up to brands to not only listen, but also engage in a dialogue that is personal and genuine. The most successful brands will be those that harness the power of AI to peel back layers of data, revealing consumer preferences and behaviors. These insights will be the cornerstone of marketing strategies, crafting experiences that reflect the nuanced cultural diversity intrinsic to the MENA region.

How do you see the role of digital marketing evolving in the MENA region over the next year, especially with the use of AI?

The digital marketing domain within the MENA region is on the brink of an AI revolution. In the coming year, we'll witness an evolution towards hyper-targeted messaging that speaks to the individual, all thanks to the alchemy of AI. Programmatic advertising will refine its aim, ensuring that every bit of the budget is an investment in engaging the right audience at the opportune moment. As the omnichannel experience becomes the norm, AI will help form a cohesive narrative, transforming the marketing ecosystem into a mix of synchronized interactions.

Hoda El Nazer, Managing Director Cairo - Head of Film & Content, MEA

What do you think matters most to audiences in the MENA region right now?

In this current fast-paced, technology-driven world, it's very common for brands to lose track of their message. You have to deliver content that meets the audience’s needs and interests, is relatable to the local culture, and relies on storytelling to establish an emotional connection with the audience. Brands that prioritizes care in their communication strategy will be the ones that stand out. Moreover, audiences in this region are craving the need to make a difference, so a clear call to action should be a priority.

What opportunities exist for international companies looking to tap into the MENA region?

There are ample opportunities for international companies looking to expand their business. From renewable energy to technology and innovation, countries across the region are actively investing in various sectors to diversify their economies and foster sustainable growth. In addition, several cities in the MENA region are aspiring to become smart cities, integrating technology for improved efficiency and sustainability. The region has also seen a significant rise in e-commerce and digital services, especially considering the convenience factor and the amount of time younger generations spend online.

Tomas Almuna, Head of Creative and Judge in the Entertainment Category at Dubai Lynx 2024

How does creativity in the MENA region stand out in the global landscape?

In recent years, the MENA region has become a hugely important player in the world of creativity and business. Personally, I believe that the creativity in this region has become a global benchmark because it is honest with its roots, possesses its own identity, and doesn't try to be something it's not. It has a highly identifiable style that is typically deeply rooted in its cultural foundations, which, in my opinion, is the best way to build ideas that leave a lasting impact and evoke envy on a global scale.

What will you focus on in selecting the cream of the crop in your category?

Entertainment, the category I'll be judging this year, is one of my favorite categories. I believe that one of the fundamental pillars of our work is to entertain and not bore. When it comes to judging, that’s the baseline for me. Then, of course, the idea is—and always will be—the life of the party. As judges, we will put a lot of focus on rewarding those ideas that embody the foundations of the category, offer a fresh and unique approach, and have made an impact with their audiences and in the business. But primarily, I will look for ideas that have this “wow” factor that we all love to see.

What do you look forward to most at Dubai Lynx?

Dubai Lynx is a festival that I know very closely. Some years ago, I was fortunate enough to work in the MENA market and participate in the festival, so I have a vast understanding of the talent that exists and the quality of the work—and that’s really what excites me the most. To be surprised again with culturally powerful ideas and insights that are capable of shaping and challenging the future of the region. Well, and clearly also to see old friends again.

Start building your data culture now. 

In the spirit of first things first, the speakers wasted no time to highlight the importance of initiating and nurturing a strong data culture. Once again, the CMO profession is evolving—while the Mad Men heyday revolved around big creative ideas, this changed when the industry started implementing martech and focusing on precision. Now, it’s all about data. “The advertising landscape has changed so much that today’s marketing professionals are almost scientists,” said Google’s Global Brand Lead Felipe Gomes.

However, many brands find themselves a bit stifled by how overwhelming data can be. In that case, Salesforce’s Vice President Tech Industry Strategy Lauri Palmieri argues that it’s critical to just get started—anywhere. “Choose the KPI and the segment that you care most about, obtain access to the data, and get going. Brands sometimes spend way too much time thinking about what they should do with their data instead of actually doing it,” she said. 

Always make sure to establish solid and secure data foundations. 

Once you get going, it’s crucial to govern the data. Before figuring out which sources of data to connect—think of information around clients, sales and marketing, cost and operations—brands must focus on taking care of their data. During the panel, Gomes stressed that data governance is the first thing he and his team at Google talk about with clients, raising questions such as what are the team’s roles and responsibilities, who is making sure the data is shared with a company’s core business units, how do you organize the data, how do you secure the data, and how do you ensure compliance. 

The last question in particular was echoed by the other panelists, as the importance of privacy, ethics and trust can’t be overstated—any failure to comply with current privacy laws would not just affect the brand in question, but also the ones they collaborate with. “We don’t operate in silos, but we work very closely with our partners to understand all the governance, laws and regulations and ensure we meet them,” said Chin Wu, Lenovo’s Director of North America Marketing Consumer PC, Gaming, Tablets. 

Chiming in, Gomes emphasized that education around privacy and safety is absolutely critical. “The amount of data, possibilities and, on top of that, regulations, it’s all really overwhelming. So, brands have the tendency to freeze,” he said. “Especially right now, with the main concern to transition to the cookieless future, [brands worry] what’s going to happen to the conversions or personalization strategies that are already happening with third-party data. That said, many tech partners are more than prepared to help brands on this journey towards safe and trusted data foundations.” Moreover, the good thing is that a lot of AI-powered solutions are built on first-party data.  

Differentiate your brand in the new AI economy. 

This brings us to the last topic of the day: AI and its unbreakable bond with data. We would be remiss if, at one of the top tech conferences in the world, we didn’t talk about this technology—particularly given the role it can play in advancing personalization efforts.

Establishing strong data foundations is key to the success of AI. From Google’s point of view, Gomes argues that when we talk about AI, we are essentially talking about two things that are available today: embedded solutions and applied solutions. Zooming in on the latter, this entails customized AI models that are related to factors like creative work, trends, insights and forecasting sales, to name a few. It should be noted that every brand that partners with Google has access to these solutions. 

“This brings me to the point of distinguishing yourself using data, as the data serves as fuel for all these models,” said Gomes. “The better data you feed these models, the better your output is going to be. That is why it’s so important in 2024 and beyond to really focus on how you organize your data foundations. This is going to be the competitive differentiator for your company.”

Dialing it up a notch, Palmieri argued that the experiential piece—what you do with data—will ultimately differentiate your brand from another. “Since you can get to know your customers so well through data, the main question is: what do you actually do experientially as a result of that information? Marketing has an important role to play in using data to drive even more value for consumers,” Palmieri said. When it comes to personalization, first-party data and forward-thinking AI solutions leave today’s marketers with the opportunity to tailor best-in-class experiences to each and every individual.

The main question that I tried to answer during my four days in Lisbon was, are we really taking a technological and cultural leap? So many things that once seemed like they were just futuristic concepts, from Bluetooth to laptops to the iPhone, have become our everyday tools. But with AI, to what extent are we recognizing that tomorrow will be markedly different from today? In the spirit of recognition, here are some things I thought (and spoke) extensively about at Web Summit. 

First up, the environment. To paint a rather dystopian picture, we’ve consumed enough film and literary content to envision a future where man and machine battle for domination, with one possibly wiping the other off of the face of the Earth. However, Web Summit allowed me to see a more utopian view: AI is an ally in our mission to safeguard our planet—and the tech will only grow in this ability. Melanie Nagasawa, Microsoft’s Chief Sustainability Officer, explained that AI will help us significantly reduce water and energy waste in electrical networks, as the tools enable us to produce assets more efficiently. Another astounding example is that AI can help revolutionize global food production systems, with AI-powered indoor farms offering safer, climate-resilient and thus more reliable food production.

Second, marketing. One of the talks that truly stuck with me was by Joana Vasconcelos, an incredible Portuguese visual artist. In her speech on the role of art in the “new world,” she reiterated that AI will not replace us, at least not in the fun things such as creative thinking, and any other aspect where the human touch remains indispensable—and I fully agree. That said, there’s no doubt that AI, along with virtual experiences, have firmly established their roles in the digital realm. From powerful tools for campaign creation, management and amplification to the development of premium content (think of AI lip-syncing, audio production and video adaptation), AI is taking a leading role. 

However, amidst the chaos of hundreds of martech startup pitches, one blue logo—coming directly from my friend’s bedroom in 1995—lit up my day: SEGA. The Japanese company’s COO Shuji Utsumi talked about transmedia; how an entertainment product like Sonic transmediated, adopting different shapes based on the channel, intended use and target audience, from video game hero to TV star to influencer. If you ask me, the concept of transmedia is what should be at the center of tomorrow’s digital marketing development. We should increasingly be thinking about campaigns, content, culture and communicative products in a way that, to quote Radiohead, “Everything’s in its right place.” 

As for entertainment, the operative word is gamification. Some thought it had gotten lost a long time ago when we interacted by clicking on the keyboards of our cell phones, but no. Gamification has returned to set new and higher standards with exceptional quality, supercomputing power and a humanized flow. Transforming advertising into advergames is a trend that I believe we should rediscover because AI now allows us to offer seamless experiences (I’m reminded of gamification’s old issues with convoluted mechanics and endless lags) that are completely tailored to users—and we know how important personalization is when it comes to effective communication. 

From the perspective of our company, it’s only right to say: we are now. In moving from speech to startup pitch to panel, I realized how the DNA, capabilities and values of our organization are fully on track with the direction the digital landscape is heading in. Our eagerness to come up with and provide creative and technological solutions today prepares us to address the challenges of tomorrow. And so, I couldn’t help but feel excited about these shifts and our task to support brands in navigating them. 

All in all, this year’s Web Summit recognized the rise of AI as a paradigm shift—not only is the tech transforming industries, but it’s also offering solutions that help us tackle environmental challenges, shape marketing strategies, revolutionize entertainment and drive innovation in the digital world.

I always look forward to Advertising Week LATAM as it’s a rare opportunity to catch up with old friends and colleagues face-to-face—and in the city I call home, no less. Despite partially coinciding with the Day of the Dead, I have to say the event was more alive than ever, as I bumped into every imaginable brand manager, marketing director, client and podcaster. Representatives from world-class brands like Netflix, Spotify, Toyota were in attendance, and not a single seat was empty by the time Sir Martin Sorrell stepped onto the stage. Needless to say, our time spent in meetings and attending (and hosting) a diverse range of sessions has left us with some valuable insights. Here are some of those takeaways. 

As digital environments expand, AI is the key to maintaining brand relevance.

In today’s changing landscape, CMOs need to align strategies with transformative technology to optimize operations, improve customer engagement and drive conversion. That was the theme explored by our Co-CEO, Content Bruno Lambertini and Associate Vice President, Innovation Technology Carlos Tejeda as they took the stage on October 31. Rather than a conventional session, their discussion served as an exploration, beginning with an overview of the challenges that businesses encounter in the present day. 

"We surveyed top CMOs from major global brands, and they all agreed on four key points,” Lambertini explained to introduce the topic. “Firstly, the complexity of making decisions and seeing short-term results. Secondly, the fragmented media landscape makes it difficult to determine which channels truly yield outcomes. Thirdly, the delicate nature of brand reputation. And last but not least, how do we take advantage of AI?”

The truth is that as digital environments expand, driving conversions can feel like finding a needle in a haystack. For Lambertini, social media is the key (and I wholeheartedly agree).  As marketers, we constantly ponder how brands can secure or expand their market position, enhance brand equity and drive business performance in today’s technological context. The answer lies in two key aspects, the first of which can be summed up in one word: intimacy. No, not the romantic kind, but the kind that harnesses the power of genuine human connections and community. Audiences crave a sense of belonging, and by establishing a brand that fosters this feeling, we lay the foundation for success. An important consideration: social media is the only space where this can happen on a large scale. The second aspect involves how we achieve this.

AI helps us understand what is organically happening online, what people care about and the spaces where they connect with each other, both within and outside the brand context. We can then use these insights to inform the creation of assets. “Working with Meta, we analyzed input drivers for our AI algorithm to generate the best result. This allowed us to produce 500 assets, so when the brand noticed creative fatigue in the campaign, we already had these new assets prepared and sorted by their probability of success,” Tejeda exemplified.

Furthermore, AI assists community managers by handling repetitive queries at scale, in real-time, and in a personalized manner. The cherry on top? AI enhances measurement by enabling us to extract learnings from a centralized source that connects platforms and contains information from all our marketing efforts.

In times of global uncertainty, activation and performance take center stage.

Speaking of the nature of AI, S4 Capital Executive Chairman Sir Martin Sorrell sat down with Insider’s Director, Matías Stetson, to chat about this particular topic as it relates to the prevailing macroeconomic and political conditions in the region. Amid global uncertainties and geographical fragmentation, Sorrell explained, businesses need to carefully pick their territories. He went on to say: “If I look at the world now, I’m very bullish on North and South America.”

The second consideration is digital transformation. With businesses becoming more cautious not only in choosing their markets but in their general spending, we need to look at digital platforms. “Clients are becoming much more short-term in their thinking, so activation and performance are important,” said Sorrell. “It is quite extraordinary that platforms are growing by 6-11% this year. The money from package goods companies has gone into the platforms, and the reason is that they see better performance, better activation, better measurements and better results from those platforms. AI is going to make them even more important than they are today.”

In summary, technological advancements and the current political and economic uncertainties have led brands to focus more on their short-term return on investment. Now, the competition revolves around acquiring and leveraging first-party data, which plays a crucial role in understanding consumer behavior and making informed business decisions. “To my mind, the best model is the Netflix model. They are the greatest proponents of hyper-personalization at scale,” said Sorrell.

That’s one of the areas where AI will have the most impact, as it transforms the way first-party data and platform signals are harnessed, decoded and utilized. When it comes to the realm of personalization and data-driven decision-making for brands, AI enhances brands’ ability to tailor their strategies to individual customers with precision and effectiveness. “We thought the web would drive personalization, but AI will take it to a totally different level. We may produce one and a half million creative assets. What took us three weeks, takes us three hours,” said Sorrell. This, coupled with the overall efficiency in areas like media buying, broadcasting and knowledge sharing, will shape the business models of brands and agencies in the years to come. 

Across industries and platforms, creative effectiveness reigns supreme.

During the two-day event, Advertising Week emphasized the importance of creativity in exploring fresh opportunities for growth across various industries and sectors. An illustrative panel by Eucerin, featuring our very own VP Creative Pablo Tajer, showcased how creativity in retail media can yield impressive returns, even when collaborating with third-party ecommerce platforms.

To distill the role of branding in retail, the speakers used a recent example of our work with the brand on the Mercado Ads platform. “We used storytelling to demystify the abundance of information we see on social media and provided consumers with accurate recommendations based on their skin type,” said Tajer. “This sector thrives on ideas and creativity. That’s why we partner with Mercado Ads and constantly push the boundaries of creativity, working on different proposals for major advertisers in the region.”

To emphasize a similar point, our VP Creative Francesco Vicenzi joined our partners at KFC Mexico and representatives from IAB to spill their secrets on creating award-winning campaigns that gain international acclaim. The key ingredients? Data, which uncovers valuable insights; creativity, which generates captivating concepts; and a comprehensive vision that brings everything together. Vicenzi exemplified this through our work on KFC’s The Battle of the Chickens: “We began by noting two important observations. Firstly, rap and freestyle ranked among the top three genres for Gen Z. Secondly, Gen Z has a fondness for promotions and discounts. These served as our starting points, and we recognized that to effectively engage with Gen Z, we needed to empower them. Thus, we provided them with a platform and space to express themselves.”

Striking a balance between short-term results and long-term brand growth.

If there’s one thing I learned from this massive event, it’s that CMOs face numerous challenges that demand immediate results without sacrificing long-term brand development. They must find a way to achieve short-term goals while also making significant contributions towards a larger impact. Those who establish robust data pipelines and effectively leverage new technologies are gaining a competitive edge, propelling their brands far ahead of the competition. It’s time to seize every opportunity within the social and digital landscape in order to become more agile, perceptive and responsive.

First off, Salesforce announced its new Einstein 1 platform. Built on Salesforce’s improved metadata framework, the platform allows companies to connect any of their data to build low-code, AI-powered apps. As Salesforce prepares the launch of its generative AI interface, Einstein Copilot, this fall, Einstein 1 will give marketers a taste of how generative AI can fuel new CRM experiences.

But that’s not all: unleashing the power of AI relies on robust enterprise data, and Salesforce is teeing up Data Cloud to become the central data hub for Einstein Copilot. To help brands find their footing in this brave new territory, Salesforce is offering no-cost access to Data Cloud for certain existing customers, meaning there’s no better time than now to build a solid data foundation in preparation for AI’s implementation in your business. Let’s dive into deeper detail of what was announced, what it means, and how you can get started.

So, what was announced at Dreamforce?

Salesforce Sales Cloud and Service Cloud customers with Enterprise or Enterprise Unlimited editions will be granted access to Salesforce Data Cloud, in addition to two Tableau creator licenses. As part of this access, Salesforce will provide 250,000 credits, which enable customers to onboard onto Data Cloud and develop Sales and Service Cloud use cases at no additional cost.

Data Cloud is the foundation that unlocks the generative AI features within the Salesforce platform, which in turn help clients drive efficiencies for their business. With this new move, Salesforce is making Data Cloud more accessible to customers and allowing them to begin leveraging the power of the platform more quickly—which is key, because the best data pipeline wins when it comes to realizing the potential of AI. 

What are the best beginner use cases for Data Cloud?

Access at no additional cost, coupled with 250,000 credits, grants customers the ability to start using the Data Cloud platform and build foundational use cases that then lead to more advanced use cases and further utilization. So, what kinds of use cases should you start with? Salesforce has identified the following two:

1. Unify Prospects for Targeted Selling: Consolidate data across multiple Sales Cloud organizations to identify opportunities with priority customers and increase revenue.
2. Unify Customers for Personalized Service: Consolidate data across multiple organizations to empower services agents with a unified, 360 view of the customer.

These use cases are geared towards customers looking to consolidate data across multiple organizations—be it due to being a portfolio company with multiple companies or brands, or having separate Salesforce instances intentionally stood up.

How can I get started?

Prior to activating any Data Cloud use case, customers should first evaluate their data management standards to ensure a proper data foundation. While zero cost access to Data Cloud presents a relatively low-risk opportunity, unwinding a poorly thought-through integration can lead to complex and time-consuming work later down the line. Therefore, it’s imperative for customers to take the time to develop a clear plan, considering what data to ingest and also how to ingest and organize that data.

At Media.Monks, we aim to help customers feel confident in their ability to leverage Data Cloud to drive value for their businesses. Our team of Data Consultants and Salesforce Architects assess customers’ first-party data strategy and technical architecture in order to build a detailed implementation plan, ensuring customers are set up for success and are receiving long-term value from their Data Cloud implementation.

Gain more insights from Dreamforce.

Join us for our Dreamforce to You events happening across the globe. There, we’ll dive deeper into how to design and build an effective data strategy and pipeline and how to unlock the power of Data Cloud for your business. Learn more about the events, hosted in London and Chicago. Stay tuned for more Dreamforce to You events around the world!

NextUp.Monks offers emerging talent from our 8,900-strong multidisciplinary team the opportunity to continue to cross and push boundaries—and reaffirms our commitment to support them along the way. With our people spanning 57 talent hubs in 32 countries, this internal initiative is the perfect way to bring our talent closer together and provide them with a platform  to shine on a global stage. The first edition turned out to be such a great success that there was no other option but to bring it back in 2023. 

“Our ambition is to transform the industry. We want to change the work, what the work can do, and who does the work—and that change starts with us, right now,” says Jouke Vuurmans, our Chief Creative Officer. “NextUp.Monks is one of the ways we work towards this goal, as it gives our up-and-coming talent the chance to be bold, think outside the box, and ultimately thrive both within our company and on the global stage. What we saw last year is that it’s not just about professional development, it’s also about personal growth. Through this competition, participants get to meet and mingle with like-minded and equally ambitious colleagues from every corner of the globe.”

Connecting talent from across categories and capabilities 

As the aim is to give people the opportunity to thrive within our company and the industry, the main rule of NextUp.Monks is that everyone can join—as long as you have seven years or less of industry experience and are not in a managerial position. If you check those boxes, you are good to go find a partner to team up with and get to work. 

The competition consists of three categories, each of which is designed to highlight specific strengths, skill sets and interests. Teams are invited to participate in any category, regardless of their current role within Media.Monks. 

First up, the Innovation.Monks are future-facing visionaries. They’re adept at sniffing out innovative ideas and turning them into reality using the latest in emerging tech and formats, resulting in groundbreaking experiences and new possibilities.

Second, the Film.Monks deliver cinematic stories for screens of all sizes. They’re an inclusive bunch of thinkers that have a knack for original concepting, scriptwriting, visual treatments, film treatments, shooting, directing, editing, VFX, post—and everything in between. Together, they believe that film has the power to connect people and tell stories that we’ve never seen or thought about before.

Third, the Interactive.Monks are driven to build creative experiences that go beyond the mundane. They put the audience at the heart of every moment they craft, giving them the opportunity to immerse themselves within compelling, transformative digital experiences that build lasting memories.

Sparking boundary-pushing ideas  

For this year’s edition, we teamed up with a world-renowned global brand to develop a unique creative brief for each category. Our aim was to get people to flex their creative muscles and give shape to the craziest and most mind-bending ideas. 

The brief, “VR for Good,” challenged participants to think about VR as a vehicle for change and to find ways to excite Gen Z consumers about the potential of this technology. Through each category, teams were tasked to demonstrate VR’s transformative power to positively impact areas such as medicine, sports training, and emergency response—and ultimately change people’s minds about VR as a device solely intended for gaming.

If you ask Steve Latham, Head of Learning at Cannes Lions International Festival of Creativity, all participants understood the assignment. “After last year’s success, our team couldn’t wait to continue to work with Media.Monks on this groundbreaking initiative and breathe new life into our shared goal to spark boundary-pushing creativity,” he says. “Once again, our minds were blown—just when I thought the bar couldn’t go any higher, their talent raised it. Massive shout-out to everyone who participated, because the level of future-forward thinking, creativity and craft was outstanding. Now, it’s time to meet the winners at Cannes Lions 2023!”

And the winners are… 

With so many incredible submissions, we had to be very diligent and detail-oriented in reviewing all the work. So, we established an esteemed jury of internal Media.Monks employees and industry experts, who reviewed the work in a blind judging process using the following judging criteria: the creative idea (40%); the insight and strategy (20%); the relevancy to the brief (20%); and the execution (20%). The jury selected bronze, silver and gold winners across each of the three categories. While the silver and bronze winners received a personalized trophy—plus eternal bragging rights—the creative minds behind the gold-winning work earned an all-inclusive ticket to Cannes. 

Those going down in history as the 2023 NextUp.Monks gold medalists are Anna Zhang and Yazad Dastur in the Innovation category, Vasyl Ilba and Mykyta Zolotoverkhyi in the Interactive category, and Jorene Chew and Ashwin Paul in the Film category. Out of these teams, the judges crowned Anna Zhang and Yazad Dastur the ultimate winners. This means that in addition to their trip to Cannes, they have also been admitted to the prestigious Creative Academy at Cannes—which will welcome a mere 30 people from around the world this year. 

“I still feel like I’m dreaming,” says Anna Zhang, Junior Designer. “Two months ago, I went to a little happy hour mixer for the NextUp.Monks competition and met Yazad. I didn’t really think I would enter the race, but Yazad told me that his best trait is his personality—and I was sold. We may have started as partners, but through this competition, we have become great friends. We come from totally different backgrounds, career paths, and even parts of the organization, but we got together with one common goal: to create something that feels true to us and, most importantly, to have fun!”

“Something that really made the difference when Anna and I decided to do the competition together was that we developed a rapport before we got to work, and really got to know each other as people and understand where the other was coming from—both creatively and personally,” adds Yazad Dastur, Junior Copywriter. “Becoming friends allowed us to tap into a deep emotional place and insights, and I think that’s what made it so much more important for us to give it our all. To find a partner who is willing to stay up until 6:00 am to finish a project is rare, especially one that does not guarantee an outcome. So, I think the fact that we told each other ‘let’s have fun and give this our best’ made this process an experience that we are truly proud of. I’m absolutely grateful for Anna—we completely pushed each other whenever one of us was faltering, doubting or even falling asleep.”

Bridging cultures and crossing borders

As much as the winning pitch, the NextUp.Monks initiative itself is all about creating strong connections, both across our organization and the globe. Not only did this internal competition garner interest from more than 600 employees in 25 countries, with a striking 350 people actually participating in the race, the top three teams are based in completely different places—from Los Angeles to Poland to Malaysia. 

This circles back to the fact that NextUp.Monks helps our emerging talent grow professionally as well as personally, as this initiative—within the context of our unified business structure—allows our people to work with peers from different countries, categories and capabilities. 

“Being a global team, we rely on an agile, flexible framework that lets people be themselves while staying keyed into the emerging opportunities and challenges that brands and our industry face. We’re a unified organization, but everyone is given the space to let their distinct voice and personality shine through—and our NextUp.Monks initiative only reinforces this spirit,” says our Chief Marketing Officer Kate Richling. “The competition opens up a myriad of possibilities for our up-and-coming talent across the globe to work together, no matter their location, expertise or job description.” 

Nothing Cannes stop our winners now

All that’s left for the winners to do is pack their bags, hop on a plane, and enjoy their time in Cannes—and if we have to believe Noelle Mayasich, our Senior Creative and last year’s winner, this will be the easiest part. 

“The amount of knowledge my partner and I gained from Cannes Lions has been so valuable to the way I look at creativity in my daily work—the workshops and keynote speeches have honestly molded me into who I am today,” says Mayasich. “We saw many notable speakers, including heads of large agencies, industry-wide influential figures, and even Ryan Reynolds, who talked about his break into the industry. Some of the speakers made us cry, and many others made us laugh. What truly stuck with me were the following lessons: be ambitious and humble at the same time. Create value for people of the world, not fluff. Sometimes we fail and sometimes we win, but having that freedom gives us the power to be creative.”

But Mayasich’s biggest takeaway from this experience was that the creative people in our industry really do care about the good of humanity and social, cultural, environmental and societal issues. “While our creative work reaches so many people on a daily basis, we don't often get to see this impact because we have to move on to the next project. This festival made me realize that my work is so much more impactful than I thought it was, and we’re the living proof there’s a fighting force behind it,” she says.

“It’s every advertiser’s dream to go to Cannes, so to say we’re excited would be an understatement—I’m actually still in shock,” says Dastur. “What makes me the happiest is that people saw potential in our idea and understood what we were trying to convey: that there’s a promise to the future of AI and VR. When utilized responsibly, these technologies have the power to bring people closer together.”

As we continue to provide our talent worldwide with diverse opportunities for growth, who knows where they will be in their careers next year—it might just be the French Riviera. As Media.Monks Co-Founder and Executive Director of S4Capital Wesley ter Haar says, “This year's NextUp.Monks was amazing. Great to see so much fun work and boundary-pushing thinking from teams across the globe, which is the result of our exciting partnership with Cannes Lions. I’m sure we'll see some of this year’s participants back there in the foreseeable future.”