Grid Worldwide says that every decade or so, the advertising and communications industry goes through a period of radical change and innovation. The most recent revolution?
The rise of machines, astounding advancements and Generative AI (GenAI) that can spit out life-like marketing collateral (ad copy, website images, engaging videos, you name it) in a matter of minutes without any human involvement — scary stuff!
Grid Worldwide adds that with ease of accessibility and endless utility, it’s no surprise that 73% of marketing professionals surveyed across 16 sectors already use GenAI tools to produce content — according to a recent study conducted by Botco.ai.
“Over time, our industry has moved away from the magic and mystery of observed facts and human intuition to being driven more by science and technology. And with this massive shift, our role as marketers is being questioned and redefined,” says Luca Gallarelli, group CEO of TBWA\SA and AdFocus Awards chairperson.
According to Grid Worldwide, this challenge and opportunity to reshape the role of the human touch in advertising is something that the Financial Mail AdFocus Awards are shining a spotlight on, with the 2023 theme of ‘The alchemy of AI, data and DNA: Ones and zeros, AI, the rise of machines; is the advertising industry really needed and what is its role?’.
“For this year’s AdFocus Awards, we really wanted to celebrate the merging of the human element and science to solidify our place in the client’s world,” adds Gallarelli.
As the leading platform for recognising agencies and individuals across the South African marketing and communication landscape, the AdFocus Awards have been around since 1990 and are unique in rewarding merit for both creativity and business acumen, says Grid Worldwide.
With a jury of some of the industry’s most admired and respected individuals, an incredibly rigorous judging and auditing process reveals the best of the best.
Gallarelli says, “Our finalists this year genuinely represent the cream of the crop in our industry. What sets them apart is their determination and tenacity to meet the demands of the future — not simply content with advertising for the sake of advertising.”
Nathan Reddy, chairperson and founder of Grid Worldwide, muses on the significant achievement.
“We built Grid around meaning — creating meaning for brands, ourselves and the world. But this meaning has to evolve to retain its significance, and, in turn, we have to constantly change based on the people we serve and the dynamic, chaotic world we operate in. It’s the careful blending of these elements — our relentless pursuit of meaning, adaptability, versatility and our Investment Creative™ methodology that make up our brand of magic, our alchemy.”
“Our growth comes from being true to who we are — an organisation that solves business challenges in creative ways and builds valuable brand equity. We won’t limit the potential of our clients by trying to put limits on ourselves,” Reddy adds.
SOURCE: media update