Thinking

Forget the Detox: The importance of Nourishing

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It is a real pleasure to be joining MediaCom as UK Head of DCO, and to be working alongside the team in London.

I have known and worked with the team at MediaCom for many years and am looking forward to being an integral part of the team.

To start things off, I wanted to give you a bit of background on what DCO is as well as my own view on the big opportunity that we have in front of us.

What DCO is

DCO is taking the process of creative optimisation (the process of optimising creative assets to the individual consumer) and then combining this with the process of creative delivery, which is the act of serving the creative assets to the individual consumer. The aim of DCO is to make sure that each individual consumer is getting the correct creative message that is most relevant to them, at the right time, and in the right place (regardless of digital/media channel).

This is a big challenge to achieve in a world that is becoming increasingly more complex, addressable and where consumers are becoming increasingly more demanding of the brands that they choose to engage with.

The Big Opportunity

To help us achieve this, I believe we need to shift to an audience first planning mindset. The planning mindset will allow us to establish DCO elements such as matrix planning as standard​. We will also need to make ensure we have a wide range of results-based solutions, each of which can add something of value to the overall DCO process. (Mediacom’s proprietary Vision Analytics Technology solution is a great example of this)

In my view, we are on the cusp of a rapid adoption curve for autonomous AI tech (DCO is subset of this). ​By 2025, we see a future where all paid digital campaigns are managed by marketers collaborating with autonomous AI that runs with campaign creation, execution and evolution at their direction. I’m excited about what AI technology can offer, examples like OpenAI – DALL·E a 12-billion parameter version of GPT-3 trained to generate images from text descriptions, using a dataset of text–image pairs. Awesome!
In the future, Creative AI will allow us to communicate with machines to bring our dreams to life… and truly see the BIGGER PICTURE​.

This is the first blog that I have written for MediaCom and I hope that it gives you a bit more insight into what DCO is, and the type of work/ideas that I will be spending most of my time on.

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