Thu, 27 Apr 2017 08:59:26 GMT
New IPA President Sarah Golding has pledged to maximise the potential of automation and machine-learning to enhance the advertising industry, while also protecting it from its dark side. Golding delivered her ‘Magic and the Machines’ agenda in her inaugural speech to an audience of leading figures from the communications and wider business communities at the IPA Members’ Lunch (26th April 2017).
Says Golding: “We are not all doomed to be replaced by robots, but neither are we too creative not to be impacted. I would therefore like my presidency to help create a new enthusiasm for what machines can do for agencies and the advertisers and brands we serve. We need to start seeing the opportunities to grow and change alongside our new automated colleagues, embracing the new tools available to us to be even better at what we do. And that starts with how we can harness them to help us create magic.”
To achieve this, Golding has focused her agenda on three key areas: mastering the machines; magic with numbers; and monitoring the machines.
Mastering the machines
Helping agencies to use tech to create better brand experiences and to work with tech companies to develop the products and tools they need. This will be achieved through the creation of a platform for education, collaboration and inspiration, known as IPAi, and will include:
- The IPAi Applied Training Programme – comprised of intensive and immersive AI-centred modules starting from 15 May.
- The launch of SXSW1 – bringing the key learnings and individuals from the highly-respected SXSW Interactive Festival and CES Conference to SW1
- Working with Nesta, Innovate UK and Tech London Advocates to define and quantify the value of Creative Tech.
- Deeper involvement with London Technology Week.
Magic with numbers – data and evaluation
Helping agencies to embrace data, using numbers as an input into creative thinking and targeting; and to better evaluate their data to enable greater understanding of how marketing with machines really works. This will be achieved through:
- The publication of two thought leadership pieces from Les Binet and Peter Field starting with ‘Buying Behaviour in the Digital World’, produced in partnership with Google.
- A schedule of 44 Club events to engage younger members of the industry and STEM graduates with the new tech-focused reality.
- A new President’s Prize in the esteemed IPA Effectiveness Awards that will specifically reward the paper that demonstrates the most innovative use of data.
- The IPA’s Eff Works Conference on 10 October which will have a particular focus on how to make sense of data.
- A series of data protection webinars and guidance notes to help agencies prepare for the General Data Protection Regulation which will apply across the EU from May 2018.
Monitoring the machines
Ensuring greater digital media quality and security, including guarding against ad fraud and ensuring better brand safety. This will be achieved through:
- Lobbying tech brands to work with the industry to constantly and consistently improve the visibility, comparability and transparency they offer brands.
- Redoubling IPA efforts with partners at the IAB and ISBA and with leading tech companies to clean up the digital media landscape.
In rounding off her speech, Golding delivered a stark yet rallying cry to the audience: “Automation will change lives at every level in our industry. The machines will be our new colleagues. And they will be the smartest, fastest, most challenging colleagues any of us has ever had. But in order to make even more creative magic we must embrace the machines, enjoy the machines and trust the machines.”view more - Hires, Wins & BusinessIPA, Thu, 27 Apr 2017 08:59:26 GMT