Cutting-edge innovations are likely to increasingly penetrate not only media outlets that can afford it, but also smaller media outlets and full-service agencies looking to expand their services.
Independent experience agency Coffee ‘n Clothes (CNC Agency) recently launched an innovation arm around artificial intelligence, augmented reality and other immersive content, combining creative and technological strategies with new types of physical services. Ta. As a full-service agency that started as an Instagram hashtag in 2014, CNC believes in experiential and digital marketing to be different.
This is just another round of efforts by both holding company shops and influencer agencies to differentiate their areas of expertise in AI and emerging technologies through new offerings, acquisitions, and partnerships. Ryan Glick, founder of CNC Agency, said that with his CNC Innovation Lab, established in January, the agency wants to explore the capabilities of his AI and develop new forms of body-first experiences and marketing strategies. I was there. “Especially when it comes to pushing the technical limits,” he says.
“This is fundamentally tailored for brands looking to stand out and offers an innovative approach to truly differentiate themselves from their competitors,” Glick said.
The business unit has eight pillars: AI, Immersive Spaces, Virtual/Mixed Reality, Augmented Reality and Fake Out of Home (FOOH), Creative Engineering, Gaming, Wearables, and Customer Relationship Management (with a focus on loyalty and community). Consists of. When it comes to AI in particular, Glick said many of his conversations with clients revolve around business issues rather than technical challenges.
“I think a lot of things have been wasted with Web3, AR, and other technologies, so they’re now more savvy that there must be great ideas out there that solve fundamental problems. ,” Glick added.
CNC hopes the new business unit can solve some of the challenges between connecting digital and physical content, such as helping brands go beyond physical events and nearby locations. The agency is exploring the potential of AI in physical world experiences, including creating immersive and personalized content and brainstorming use cases such as using AI to create a fictional Louis Vuitton pop-up ski resort. I’ve been exploring sexuality.
CNC also aims to combine more new hardware and digital content in immersive spaces using technologies such as projection mapping, VR, mixed reality, and robotics. Glick believes the team’s blend of innovation and experimentation will ultimately help him develop unique ideas for clients who “want some flexibility.”
“There is a recognition that anything can happen with innovation.” [be expensive and] It’s difficult to verify on the business side,” Glick added.
Dylan Abruscato, founder of the digital game Crypto and former senior director of brand strategy at Postmates and client, said that CNC is a company that has been able to “create “He was consistently working on developing ideas.” [to] We design on-demand experiences for Disney. ”
Analysts say full-service agency partners have an advantage here as more clients explore AI and other emerging technologies, especially as they look to move beyond the hype dominating news about generative AI. It is pointed out that there is a possibility that Stefanie Beach, founder and CEO of SMB Media Consulting, believes there are several ways for agencies to stand out. This includes having customized AI solutions for clients and educating them about AI privacy and transparency.
“To stand out in the agency space, specializing in a specific industry or service, offering customized solutions, and understanding the nuances of the market are effective ways to stand out,” Beach said.
As AI continues to find appropriate applications in the agency world, we expect more agencies to expand their areas of focus and build out client use cases, just as CNC has done. The challenge now is to turn generative AI buzz and experimentation into “sellable, billable work for agencies,” said Rio Longaker, managing director of advertising and marketing transformation at consultancy Slalom. .
Today, many of these tests are used as conversation starters and lead generation tools by agencies, and much of the “work sold” is powered by machine learning, app development, and “Other basic work being done.” For a long time,” Longacre added.
