Scaling Creativity with Tech for Bose: Takeaways from Cannes Lions 2024
Sitting down with Digiday Editor in Chief Jim Cooper, Bose CMO Jim Mollica explained how the brand’s work with Automated Creative is enabling them to scale “unbelievable amounts of branded content” around the globe.
Working with Automated Creative is making it possible for Bose to both stay true to their brand ethos, creating authentic, human-produced branded assets, and harness technology to celebrate music at “speed and scale that we could never get to with just humans doing it.”
This collaboration helps generate thousands of geographically and day-part appropriate content variants in real-time. As Jim explained, “Automated Creative is helping us scale around the globe... testing thousands of variants in real time and coming back with winners to very distinct niche audiences.” The data-driven insights from Automated Creative have proven invaluable in making sure that Bose’s content is not only widely distributed, but also highly effective in engaging different segments of their audience.
Marketing continues to be a balancing act between art and science, but “technology can help increase the probability of success.” For Bose, it’s important to use the real-time insights provided by AC to understand how consumers interact with their content. But it’s also essential that unique native assets are used, especially in the context of the emotional connection that Bose has with its consumers.
The brand’s mission is to serve the passionate music fan, not “everyone,” so guarding against becoming a purely technology-led company is essential. Bose see themselves as a publisher, producing “thousands of pieces of content every month, celebrating music… and showing how it plays a part in people’s lives.” This is why content cannot be left to tech and generative AI - it needs to be produced by humans. Jim says: “I prefer to have a suite of creative branded assets that technology then takes and uses, as opposed to generating more generic versions of what we have.”
Automated Creative is enabling them to do just that: take advantage of speed and scale, without compromising on the human creative touch. This enhances both creative effectiveness and the connection between the brand and its audience.
———
Tune in to the whole interview to hear Jim talk about Bose’s future challenges and their approach to working with brand ambassadors and other partners, too.