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Commenting on creativity, Ensemble Worldwide & UM Studios executive creative director Didi Pirinyuang told StarBiz that it really depends on how creativity is defined. She said there are textbook intellectual and artistic definitions, but the industry’s landscape has evolved to a point where creativity is not just about the output, but also in the “how”. PETALING JAYA: Despite talent shortage in the local advertising industry, the high creativity level in the industry has not been compromised. Creativity, among others, involves solving a brand’s problem and how it can help drive business goals for clients rather than merely winning awards. ....
MUMBAI: Dentsu Asia Pacific’s Data Sciences division has unveiled a GPT-3 powered content generation engine. The engine is designed to produce several iterations of creative copy tied to historic and predictive performances of content and is embedded in dentsu Marketing Cloud (DMC) – the media-marketing giant’s proprietary consumer insight and intelligence platform for ....
linkedin iProspect is getting a big boost under Dentsu’s new strategy to consolidate from 160 brands to six globally. Dentsu international has globally launched the new iProspect, as a digital-first end-to-end media agency. The iProspect teams, in India and in partnership with over 90 other markets, will offer performance-driven brand building at a global scale. In India, Rubeena Singh, Muddassar Memon, Kaushik Chakraborty, Krishna Kumar, Santosh Mishra and Venkata Dontha will be responsible for leading the new agency. The agency also has a brand-new website and has adopted the “Brands Accelerated” tagline which will sit beneath a reimagined logo. It aims to fuse existing capabilities such as brand building, strategic planning, business intelligence, marketing activation and performance optimisation, plus the capabilities of scaled services within dentsu international, to give the teams huge breadth and depth of skills to draw upon to ac ....