AI, data and the art of winning and retaining major brands in advertising agencies

If there is a universal truth for agencies, is that no contract with a client lasts forever. Sooner or later, a request for proposal (RFP) emerges that initiates the well-known process of regaining customer trust. However, as advertising negotiation methods and segmentation approaches evolve, continuing to do "what has always been done" is no longer enough

Traditionally, clients turn to agencies for two main reasons. The first is privileged access to media inventories, thanks to exclusive relationships with broadcasters, canais e plataformas — fruto de décadas de parcerias. The second is the ability to offer segmentation and audience strategies with technologies that meet specific needs for reach and performance. However, technological innovation has progressively reduced the competitive advantage of agencies in both aspects

With the increase in investment in programmatic technologies and auction-based transactions becoming standard, personal relationships have lost relevance, even in traditional TV negotiations. For agencies that invested early in artificial intelligence (AI), there is a perception that they now offer services very similar to those of their competitors, including other agencies and major players in advertising technology

The moment is for action: agencies need to use technology to create or strengthen new capabilities that keep them competitive. Among these, the most important is thepotential of creative data. The challenge is to adapt your responses to RFPs to highlight this essential differentiator

Clients seek agencies capable of keeping up with the constant cycle of new tools and innovations, as demonstrated by the boom of generative artificial intelligence startups in the last two years. It is understandable that agencies are incorporating cutting-edge technology into their pitches: 70% of agency decision-makers in the US use generative AI to develop initial concepts, and 59% use it to optimize insights about the audience, according to Forrester

Adopting the right AI is crucial, but implementing it and using it effectively can be challenging. Furthermore, it is expected that agencies will not only improve efficiency, but also drive customer growth. According to Coca-Cola, agencies should consider the following aspects when evaluating technologies

• The AI solution must have a clear and defined purpose
• Integrate seamlessly with existing operations, both from the agency and from the client
• Demonstrate effectiveness with proven results and adherence to ethical standards
• Be scalable and adaptable to different clients

Creative quality is widely recognized as the main driver of marketing effectiveness, with 80% of professionals classifying it as essential, за відповідною зMarketing Week. Therefore, agencies need to stand out through their ability to measure and optimize campaigns based on creative data

Four questions that agency pitches must answer

1. Your solution incorporates creative data into the marketing stackThe historical separation between media and creative teams leads many media professionals to believe that creative issues are not their responsibility. This view limits the impact and efficiency of campaigns. Responses to RFPs must demonstrate integrated processes, where teams refine and improve ads in real time, using constant insights from creative data
   
2. You use real-time creative data to optimize ads and inform productionsThe lack of real-time creative optimization is a common problem. Recent advances in machine learning and data processing enable almost instantaneous analyses, helping agencies demonstrate agility in adjusting creative campaigns based on immediate insights
   
3. How do you measure and minimize media waste, especially with a focus on sustainabilityWith consumers more environmentally conscious, agencies must demonstrate how they achieve sustainability goals, optimizing creatives to reduce media and energy waste. Creative data provides insights into message performance, eliminating waste of resources in ineffective content
   
4. You ensure that the ads are tailored to the purpose and the channelThe adaptation to the channel must be a priority, but it is often neglected. Pitches must detail how they ensure brand governance and adherence to the specificities of each platform, including screen orientation requirements, some content location

Next stepsOvercoming competition requires more than good relationships and operational efficiency. Incorporating creative data into the agency's core processes allows for a differentiated and valuable proposal for brands seeking robust and performance-driven solutions. Demonstrar uma estratégia integrada de dados criativos — desde a otimização em tempo real até insights futuros — posiciona as agências como parceiras indispensáveis no sucesso dos clientes