“The creativity of creatives depends a lot on the client’s budget. If the budget is low, it is difficult for the agency to ‘fly’ and do something interesting”. That is the thinking of some creative people, but with long-standing agencies, if you know how to apply the right technology, within a certain budget limit, you can completely create new and interesting things.
Sending greeting cards to customers during the holiday season, it seems to be an annual “procedure” of agencies. But of course, creative people can hardly be satisfied with a normal card, and for “big bosses”, investing too much in a greeting card is equivalent to wasting.
The story is quite familiar when implementing advertising campaigns, sometimes customers feel that “spending” too much to implement unique and new ideas is completely unnecessary. But if the agency suggests common options, customers do not feel impressed enough. Is there a way to balance the creative’s desire for uniqueness and the client’s limited budget?
From The Meaningful Agency (TMA), the Creative team has applied technology to realize the desire to send their beloved customers a “personalized” AI Christmas card.
This is a “homegrown” work from the TMA team, without spending too much budget or time on the Art/Design team. The special point of the video is the combination of the unique transformation of AI and the creativity and skills of the creative team to create a unique card for each customer. Thanks to that, TMA does not need to “spend” too much – to the satisfaction of the big bosses, but is unique enough to “please” the in-house creative team.
Sharing about the team’s “small project”, Ms. Kara L. – CEO of TMA said that AI greeting cards from The Meaningful Agency is the “greeting” of the in-house Innovation team, expressing the desire to expand the boundaries of creativity in the Media – Advertising industry.
“After many years working in the agency industry, I always want to find a way to balance and resolve the conflict between customers’ expectations and budgets. And the Innovation team was created with the mission of applying new technology to provide solutions and execute creative ideas in the most optimal way. This will also be the outstanding difference of TMA compared to other agencies in the market,” Ms. Kara L. shared.
Creativity and innovation are always two things that go hand in hand and are necessary in life in general and in the advertising world in particular. There are many reasons why you need to apply innovation and one of the important reasons is to create a difference, to optimize human resources, budget and most importantly, to create high profits.
Although currently, brands still invest more in TV advertising, the future will change significantly. A report from MAGNA estimates that total digital advertising spending will reach $833 billion by 2023, up 5% from 2022. Of which, digital video will be the fastest growing advertising format, growing by about 11%. And this is probably the long-term trend of businesses in the coming time.
“With the impact of the economic recession, continuing to invest in million-dollar campaigns may be a luxury choice for brands. Instead, they will want to do small projects but still create a unique highlight for consumers. That is also the future development direction of TMA”, Ms. Kara L. shared.
“The goal of building an Innovation team, applying technology into practice to save time, optimizing data processing capabilities is not only to make a difference in the market but also to fulfill a bigger dream: Complete all social channels, cover all touch points to be able to reach users in diverse aspects, create creative and meaningful communication campaigns. At the present time, when AI is a trend, TMA is fully capable and capable of using AI as a creative assistant, realizing the ideas of the Creative team. And in the future, if not AI, TMA also hopes to be able to apply new technology to create a trend”.
Borrowing the words of Mr. Dat Pham (Judaz), Leader of the Innovation team at TMA, an important factor in TMA’s AI Greeting card project to predict the future of the advertising industry: “I think, in the near future, technology in general and AI in particular will create major shifts in the industry in terms of human resources and directly affect traditional processes. However, I heard somewhere in the AI community that ‘AI will replace tasks, not jobs’ and I completely agree with this point of view. Tasks can become faster and more convenient thanks to the application of technology, but technology is still just a tool to serve human ideas”. Hopefully, in the near future, Vietnam’s advertising industry will have many outstanding advances thanks to technological innovation.
