WundermanThompson：人工智能如何助力市

場(chǎng)營銷（pdf版）

近H,WundermanThompson發(fā)布了新報(bào)告----《人二智

能如何助力市場(chǎng)營銷》。

隨著全球企業(yè)越來越多地轉(zhuǎn)向新興技術(shù)，以提高產(chǎn)量、

生產(chǎn)速度和創(chuàng)意資產(chǎn)的相關(guān)性，這些資產(chǎn)必須反映其所觸及受

眾的需求和價(jià)值。任何失誤都可能在時(shí)間和資源方面造成巨大

的潛在成本。

早在2020年之前，消費(fèi)者就要求品牌和公司在氣候變化、

LGBTQIA+人群權(quán)利和Me

To。運(yùn)動(dòng)等關(guān)鍵問題上表明立場(chǎng)。過去兩年，新冠肺炎加劇了

這一趨勢(shì)，人們的思維、生活和交流方式發(fā)生了深刻變化。

一些全球品牌被指控存在危險(xiǎn)的刻板印象并產(chǎn)生了不具

包容性的內(nèi)容，因此受到強(qiáng)烈反對(duì)和抵制，其成本可能高達(dá)數(shù)

百萬。

然而，盡管法律后果和聲譽(yù)風(fēng)險(xiǎn)對(duì)于今天未能正確處理

的組織來說是迫在眉睫的問題，但更大的風(fēng)險(xiǎn)可能在于對(duì)未來

規(guī)劃不足。當(dāng)前的內(nèi)容挑戰(zhàn)只會(huì)在未來被放大。特別是最近的

兩個(gè)趨勢(shì)，全渠道營銷和個(gè)性化，已經(jīng)極大地改變了變革的速

度和規(guī)?！，F(xiàn)在，每一個(gè)營銷活動(dòng)、每一個(gè)內(nèi)容和每一個(gè)報(bào)價(jià)

都被每個(gè)渠道、角色、細(xì)分市場(chǎng)，有時(shí)甚至是每個(gè)客戶所放大。

圍繞每一項(xiàng)營銷活動(dòng)所需的快速增長的大量營銷內(nèi)容、

體驗(yàn)設(shè)計(jì)、業(yè)務(wù)規(guī)則管理和數(shù)據(jù)分析正在創(chuàng)造自己的引力場(chǎng)，

營銷人員正被拉入其中。營銷人員沒有能力進(jìn)行戰(zhàn)略規(guī)劃，而

是被困在了單調(diào)乏味的行列貫事中。

越來越多的企業(yè)正在公開其承諾、他們的包容性、公平

和多樣性(IE&D)

戰(zhàn)略，以及當(dāng)前的代表性數(shù)據(jù)。在這個(gè)透明的新時(shí)代下，他們

所有商業(yè)運(yùn)作都被置于顯微鏡下。

本報(bào)告將研究技術(shù)，尤其是人工智能(AI),如何幫助品

牌以高效、自然、高度可擴(kuò)展和有效的方式滿足這些多樣化的

期望。

報(bào)告從過去通常被忽視的細(xì)分市場(chǎng)的規(guī)模和收入機(jī)會(huì)著

手，討論內(nèi)容行業(yè)的現(xiàn)狀，以及超個(gè)性化體驗(yàn)的驅(qū)動(dòng)力如何在

廣泛的領(lǐng)域造成品牌控制危機(jī)，并探討當(dāng)前技術(shù)如何加強(qiáng)以幫

助品牌應(yīng)對(duì)這一內(nèi)容挑戰(zhàn)。

Marketinginaneraof

heightenedsocialawareness

HowAlcanhelp

Contents

tIntroduction3

2.Whataatstake:theIE<SLDmarketopportunity8

3.Thecurrentstateofplay:howtechnologyishelpingtoday9

4.MovingtowardsaninclusivecontentstrategywithAl11

5.IntroducingBrandGuardian12

6.Conclusion15

7.AboutWundermanThompsonTechnology16

MiwketinginaneraofheightenedsocialawarenessW

1.Introduction

Brandstodayarenostrangerstocancelcultureandtrialbysocalmedia.Bookdeals,movie

contractsandpoliticalcareershavecrashedandburnedinatimeofhyper-heightenedsocial

awareness.FromMrPotatoHeadandDrSeusstoDisneyandMajorLeagueBaseball,brandshave

beenforcedtoredefinethemselvestostayrelevant,whetheractivismwasoriginallypartoftheir

valuesandpositioningornot

Evenbefore2020.consumersweredemandingthatbrandsandcompaniestakeastandonkey

issuessuchasclimatechange,LGBTQA+rights,andtheMeToemovement.Thepasttwoyears

haveonlyacceleratedthistrend,withCOVID-19bringingaboutprofoundchangesinhowpeople

tnmK.liveandcommuncate.Amongthemostnotableeventsduringthistimev/erethedeathsof

AhmaudArbery.BreonnaTaylorandGeorgeFloydin2020-withprotesterssubsequentlytakingto

thestreetsandhighlightingtheBlackLivesMattermovement.

Inresponse,brandshavemovedfromtheirtraditionalpositionsonthesidelinesontotheplaying

field.MastercardsuppertedtheLGBTQIA*communitywithitsTrueName"campaign,whichallowed

peopletohavethenarreoftheirchoiceontheircreditcardsBand-Aidcreatedproductsthat

allowedpeopletosupportAIDSresearchNikehasstronglysupportedbothColmKaepernickand

CasterSemenya

Whileactivitieslikethesegrabtheheadlines,brandshavealsolearned-sometimestotheir

chagrin-thattheyhavefootprintsthatencompassfarmorethantheirpublicstatementsThey

haveoperations,employees,supplychainsandcommonicationsnotallofwhichalwaysliveupto

consumers'standardsfordiversityandinclusion

Manyorganisationshavesteppedupindirectresponsetotheeventsof2020andtheBlackLives

Mattermovement.TargethasaddedmoreproductsfromBlack-ownedbusinessestoitsshGlves;

UScompaniessigneduptoTheBoardChallenge,pledgingtoaddatleastoneBlackdirectorto

theirrespectiveboardsinthenext12months；andmanymoreorganisationsaremakingpublic

theircommitments,theirinclusion,equityanddiversity(IE&D)strategies,andtheircurrent

representationdata

Aneweraoftransparencyhasputtheentiretyoftheiroperationsunderamicroscopeandthose

thathavenotbeenseentoactrespons?bty.orwhoseactivitieshavemisfired,havebeenaccusedof

behind-Uie-scenesgreenwashing,diversity-washing,orworse

Agrowingopportunity-

andrisk

Oneareawherebrandsarepotentiallyexposed

isacrossthemassiveamountsofcontentthey

arecreatingtofuelpersonalisedcustomer

experiencesatscaleacrossallchannelsarxJ

geographies.Whilethishasopenedupgreat

opportunitiesLoreachandconnectwith

traditionaByovertookedbutnonetheless

aubstanCialaudiences,tal?orequiresbfarxlsInacultureof

tobeincreasinglysensitivetoconsumerneedsheightenedawareness,

andexpectations.

brandsneedtools

Inacultureofheightenedawareness,brandstogaincontrolover

needtoolstogaincontrolovertheflood

ofcontentthey'recreating.Eachdiscretethefloodofcontent

audiencedemandsindividualisedexperiencesthey'recreating

thatrecognisetheiruniqueidentitiesand

meetLheirheightenedexpectations.Brands

thatmisfirenotonlyrisklosingbrandequey

inminoritymarkets,butalsoriskdamagir)g

theirperceptionswithti\audiences.Whena

brandfacespublicshamingforgreenwashing,

whitewashingorpatrorisir^marginalised

groups,itsreputationisimpactedinwaysthat

canchaleneerecoveryforalongtime.

MarketinginaneraofheightenedsocuMawarenessWurxjernvnThompson6

Representationmatters

Youcannotbewhatyoucannotsee.If

audiencesdon'tseethemselvesreflectedin

themarketingmessagestheyreceive,theyare

lesslikelytoresporxi.TJMSisInclusion1O1andit

soundssimpleenough,butthepaceandscale

oftodayscontent-creationmachinemakethus

extremelychallenging.

Insomemarkets,organisationshavestepped

upcotielptxandsandniarkeiersinset

customerexpectations.IntheUnitedKingdom.

BlackRepresentationinMarketing(BR)M)is

across-industryiritiatMethatisworkingto

increasediversityinadvertisingwithtangible

actionitems.Butthere'sstillalongwaytogo.

IntheUnitedStates.61%ofconsumersthink

diversityinadverteingismportant.butwhile

BlackorAfricanAmericanadultsaccountYoucannotbewhatyou

for13.4%'ofthetotalUSpopulation,theycannotsee.Ifaudiences

constituteamere6.6%'ofthoseworkinginthe

advertisingandPRindustry.don'tseethemselves

reflectedinthe

Ascallsfordiversityandinclusionbecome

increasir?；lycentraltoculturalconversations,marketingmessages

brandsandmarketersneedeffectivetoolstheyreceive,theyare

andstrategiestoensurethattheyrespond

appropriatelytosupportthedesiresarxllesslikelytorespond

aspirationsoftheircustomers.

Inthisreport,wellexaminehowtechnology,

particulartyartificialintelligence(Al),canhelp

brandsaddressthesediverseexpectations

inawaythat'sefficient,natural,andalso

highlyscalableandeffective.Wellbeginby

addressingthesizeandrevenueopportunities

ofmarketsegmentsttialhavetypicallybeen

overlookedinthepast.We'lldiscussthe

currentstateofplayinthecontentindustry

andhowthedrivetowardhyper-personalised

experiencesiscreatingacrisisofbrand

controlacrossawiderangeofdomains.

Andwelllookathowtechnologyiscurrently

steppinguptohelpbrandscometogripswith

thiscontentchallenge.

Wellalsolookatstrategiesfor"walkingthetalk"

andmakingsurethatbrands'words,images,

andothercontenttypesreflecttheirethos

andintentions.Finally,wellfinishbyintroducing

anAlbasedsolution.WundermanThompsons

BrandGuardian.whichhelpsbrandsenforce

policiesandgovernance,includingthose

arounddh/ersilyar?dinclusion,acrossglobal

marketingworkflows.

MarketinginaneraofheightenedsocialawarenessWur<i3mmTrompson6

IE&Ddefined

InckiGion

Inclusiontsbringingamixofdifferent,people,ideasandexperiences

togethertooptimisecreativity,inspirationandinnovation,andsupport

decisionmakingandbrandgrowth

Equity

EquityisUtecolisionofcin/ersiLyartdiriclusioninEictionIterx：ourfigesfair

treatmentandaccesstoopportunitiesregardlessofpersonalirformotion

Diversity

Diversityisamixofdifferenceschatcanbebothvisibleandlessvisible

butarepersonalKicntifiersar?dtn：jkcsapersonunique

MarketinginnneraofheiflhtvnedsocialnwnrefwssVvwUor"T"'

2.What'satstake:theIE&Dmarketopportunity

Customersegmentsthathavebeenhistorically

(￡3.6trillion)

consideredmarginalnowencompassasizable$4.9trillion

spendingpowerofAfricanAmerican.Asian

percentageoftheworld'spopulationForAmerican,MativeAmericanandIatinX

example,thedisabilitycommunitycomprises

consumersintheUnitedStates9

15%'oftheworldsfM>pulationarxiaccountsfor

$19trillion(￡14Million)"indisposableincome

TheIGBTQIA*communityconstitutesatleast77%

$3.9trillion(￡2.9trillion)inbuyingpower"ofglobalpopulationgrowthto2050willcome

analoyalbuyingpoweratchat.Seventy-oneftunisubSatanATriuaarKICenLralarid

percentofLGBTQIA*consumerssayIhalSouthernAsia'"

theyaremorelikelytointeractwithanonline

adthatauthenticallyrepresentsiheirsexual89%

orientation/ofdailyhocseholdpurchasesarecontrolledby

women11

Theconsiderablenumberofpeopleinthese

communitiesisalsoaugmentedbythose

whoaresympathetictotheirconcerns.For$3,9trillion(￡2.9trillion)

example,friendsandfamilyofpeoplewithLGBTQIA*globalspendirigpower''

disabilitiesaddafurther3.4billionconsumers

worIdvnclewhoactontheirconnectiontothis

'71%

group.'AndgerieraiionZconsumersbringtt?eirLGBTQIA*consumerswhosaytheyaremore

valuestoChedecisioncakingprocessfarmorelikelytointeractwithadstfvitautfKiritic^jlly

thananygenerationbeforethemrepresenttheirsexualorientation11

Theeeyoung,importantconsumershave

grownup“iamuchmotevisiblyarxiculturally15%

diversework!Asaresult,76%ofgenZerspercentageofworldpopulationlivingwith

preferbrandsthatareacceptingofarangeofdisabilities”

identitiesandexperiences,while72%wanttheir

moneytogotobrandsthatcareaboutthe(￡9.5trillion)

8$13trillion

issuesthatareimfxxtenttolf)emdisposableincomeofpeoplewithdisabilities

(PwD)globallyandtheirfriendsandfamilywho

actonttiei-conr?ecliontoPwD"'

$15trillion(￡11trillion)

spentbytheover60sgk>t>allyeveryyear'

GenZ

76%wantabrandthatisacceptingofa

rangeofidentitiesandexperiences

72%wantabrandthatcaresaboutissues

thatareimportanttothem

79%"wmon-【cabrandi

believein

60%，?riitth<ir-h<-b-ir11r：r..J.

expressionofwhotheyare9

Marketinginanoraofheifi^tenedsocialnwnranessMr浜”，、、,1?八”)p

3.Thecurrentstateofplay:

howtechnologyishelpingtoday

GMenthesizeofthesemarketsandthegrowthTheseDAMsarenottheassetl*>rariesof

opportunitythattheypresentforbrands,yesterday.Todayscontentarxlassethubs

it'snowonderthatinvestmentisflowingintonotonlyunifycontentandassetstoserve

tools5atcanhelpmeetdemandsoftheirmultiplechannels,butalsoaccomplishthisin

consumers.afarmoresophisticatedway:fuelingdynamic

experiencesandenablingbusinessesto

AccordingtoWundermanIhompsons2021achievepersonalisationatscaleanddeliver

"BuildingBetterexperiences"report.,063%8eamle??.omr?cf?annelcustomerjourneys.

ofenterprisemarketing,technologystacks

featurepurpose-builtContentManfjfjementWhileDAMtechnologyiscentraltosoMpgthe

Systems(CMS),while60%includeaDigitalchallengecfcontentproliferation,marketers

AssetManagement(DAM)system.Atypicalarealsointegratrtgmorespecialisedtoolsto

stackalsoincorporatesvariousothertools,helpthemensurethatcontentiscompfcant

includingsocialmedia.Marketingresourcewithlocalregulationsandmeetsthequality

managementandcreativesoftwaretools,asstandardsofthebrand.Alandmachine

wellascollaborationtoolssuchasDropbox.learningarekeytoolsinhelpingbusinesses

OneDriveandSlack.understandmoreabouttheircontentand

assets,with56%oftxjsr?essesnowusingAlas

Thesetechnologiessupportanincreasinglypartoftheircontentmar?gementprocesses

complexcontentlifecycle,fromideationMostareapp^ingitinthecontextofregulatory

andcreationofassetstoproduction,compliance(52%).contentsuggestionsand

adaption,storageandenrichment,andfinallyrecommendations(51%),andensuringasset

distritHition.measurementandattribution.reruditionsforchannels(50%).

Accordingtoourreport,todaysbusinessesareInterestingly,50%ofall-BuildingBetter

spendingonaverage￡17milion($2.3milion)Experiences*respondentssaythattheyare

onthiscapabdity.ButmanyarespendingacurrentlyusingAlforaccessibilityassurance,

lotmore:overafifth(22%)spendbetween￡2but70%ssythattheywoulduseAltoensure

million($2.7million)and￡5million($68million),contentisaccessibletoallaudiencesin

andalmostonein10(8%)spendsover￡5thefuture.Likewise,theuseofAlacrossallof

million($6.8million).themajorusecasesforcontentassurance

lookssettoskyrocket.

Businessestodayspend

anaverageof￡1.7million

($2.3million)oncontent

andassetmanagement

22%spendbetween

￡2million($27million)

and￡5million($6.8million)

8%spendover￡5million

($6.8million)

MarketinginaneraofheightenedsocuMawarenessWurxjernvnThompson

p?rticiilArlyAcrossIF￡CiJSACASASrapidlybpromingmcramainstrAAm

inthatprocessandwe'reinvestingheavilyindevelopingapplicationsthat

ourclientscanqucklyplugintotheirexistingtechstackandreapimmediate

value.Thebenefitsaretwofold:customersenjoymorerelevantandengaging

experiencesthatreallyspeaktothem,andtheorganisationcanserveupthese

experiencesmorequicklyandatlowercost."

MateuszChrominski.softwareproductsdirector.WundermanThompsonTechnology

MarketinginnneraofheightenedsocutlttwnrefwssThomi

4.Movingtowardsaninclusive

contentstrategywithAl

Brandsshouldtakenote:withthedialogueHuman+Al

aroundrepresentalior)andaccessibilityAlisalreadyessentialinhelpnghumanteams

increasingandshowingnosignsofslowingcontrolthevastquantitiesofcontentcreated

down,embracinganincusiveanddiversetofuelpersonalisedomruchannelexperiences.

strategyiswellonthewaytobecomingtableItcanalsohelpteamstoassurecontent

slakes.Thepeoplewhobuyfrombrands,workagainstailIE&Dcriteria,thoughthisrequires

forthem,andpartnerwiththemarerequiringtherightinputs.

inclusionarxladvocatirigforchiange.It?time

towalkthetalkorriskbecomingirrelevant.Atthesametime.Alhascomeunderfirefor

havingbuilt-inbias.Ofcourse,thetechnology

Inthisnewera.everybrandwillbeheldonlydoesvshatitistaughttodo.soitis

accountableforbothrepresentationandabsolutelyvitalthatweusediverseteamstosec

accessibilityacrossitscontent.Forantherulesandtrainthetools.Afterall.itsdifficult

inclusivecontentstrategytobesuccessful,toknowwtat'smissingfromyourcontentify<Mj

everyassetmustbereviewedthroughtheseareoriylookingatitfromoneperspective.

twolenses.Thismaysoundsimple,butatthe

scaleofmostglobalorganisations,itsbeyondGettingthisrighlcomesfromthetopdown

thecapacityofanyhuman-onlyteamusinganddependsonorganisationshavingahiring

manualprocesses.strategythatadherestoIE&DpoliciesWilhout

therightpeopleacrossanorganisation,the

toolsthatwedeploytoautomateprocesses

arelikelytcremainbiased.

"Inclusion,equity

anddiversityare

interconnectedin

multiplepartsofa

business-itisnota

silofunction."

EzinneOkoro,global

chiefinclusion,equity

anddiversityofficer,

WundermanThompson

MarketinginaneraofheightenedsocuMawarenessWurxjernvnThompson

5.IntroducingBrandGuardian

Asorganisationscomrrittonewgoalstobetterservetheiraudiences,theyneedtostaytrueto

thosegoate.Customersegmentsandchannelsarecontinuingtoproliferate,increasingthescaleat

whichbrandsmustmonitorIC&Dacrosstheircontentandassets.

Alandmachinelearningaresupportingtheprocess,helpingmarketersgainadeeperunderstanding

ofthemakeupoftheircontentForexample,theycanlookatthekindsofpeopledepictedr>aIfcrary

ofimagesanddeterminehowrepresentativetheyareoftheintendedaudience.Withthepower

tocheckassetsquicklyandatscaleagainstspecificrules,theycanincreaseefficiencywhilealso

improvingqualityandensuringcompliancewthawiderangeofpolicies.

WPPOpenBrandGuardian,createdbyWurxiermanThompsonisanAl-drivenplatformthalworks

intandemwithcomputervisiontoreviewcreativeassets-includngimages,videoandtextagainst

predeterminedrulesets.Itcanautomaticallyapprovearxlrejectconcentorrequestfurtherchecks

Usingtheinsightstprovides,marketerscanaddressanyareasthatmightbeproblematic,including

anticipatingfutureissuesandmakingbetterdecisionsaboutcontent.

Howitworks

BrandGuardianplugsintoyourexistingproductionenvironmentwithouttheneedforextensive

engineeringorretrofitting.Youcanconnectittoanytoolsetandscaleitacrossallofyourbrandsand

partnersglobally.

PlugintotheproductionproceMImprovequalityandefficiency

MarketinginaneraofheightenedsocuMawarenessWurxjernvnThompson12

Dimensionsofinclusivity

BrandGuardiancanquickiy.efficientlyandreliablyscanthousandsandevenhundredsofthousands

ofcreativeassets,checkingthemacrossfourkeylE&Ddimenstcns:

"AIiseverywherewelooktoday.Accuracyandeffectiveness

We'reusingittoequipcreatorsInarecentaccuracytestforgge.gender,

ethrucityanddisability,imagesweretaken

andmarketerstounderstandtheir

atrandomar?dreassessedbytwohuman

workandhavemoreassuranceinauditors.BrandGuardianproveditsefficacy

whatth?y,redelivering,aswellaswithonaver?^caccuracyscoreof09%.

minimisingrisk."

EzinneOkoro,globalchiefinclusion,equityHowever.%hereitbeatshumansharxfedownis

onspeed,consistencyandreliabilityHumans

anddiversityofficer.WundermanThompson

tirewhenreviewingatscaleandoverlong

periods-BrandGuardiancanbeconsistently

rastaridaccurate24/7.

Duringamonth-longtrialagainstaspecific

setofaccessibilitystandards.BrandGuardian

racedthroughindMidualassetchecksatjust

1.8secondsperasset.Al23designersinvolved

inthistestsaidthattheywouldliketokeep

usingthetool.

Comparedwithmanualprocesses.Brand

Gij?rdianhasboonshnwntoRAIVOt?amsup

to50%eTTort.And.byspeedingupapprovals

processes,ccanreduceproductionleadtimes

byupto2C%.

BrandGuardianhasprovedByremovingapprovalbottlenecks,itmeans

thatitsavesuptothatteamscancreateassetsupto

50%20%

effortcomparedtoamanualprocessfaster

MarketinginaneraofheightenedsocuMawarenessWurxjernvnThompson13

Successstories

ManyorganisationsarealreadyseeingtheimpactofBrandGuardianonthecreationofmorediverse

andinclusivecontent

GlobalenergyproviderTechnologygiant

AglobalenergyrxoviderusedBrandBrandGuardiansupportedamultinational

Guardiantoreviewrepresentationacrosstechnologycompanyinurxjerstanding

rssocialcharmels「heaudilrevealedUvethediversityofitscontentacrossinternal

channelswereoverrepresentingyoung,channote.Thesheervolumeofwork

vjtwtemalesandhadcompletelyoverlookedauditinglargeassetsetsforrepresentation

disabilityrepresentationThisinsightarmedofgenderandethnicity-wouldhavebeen

theteamwithkeydatareededtoirnrxoveamajordrainonresources,butBrarxi