Posted By The Marketing Institute,
12 April 2017
The adjudication process for our All Ireland Marketing Awards took place over the past two weeks in the Marketing Institute, with all finalists presenting their entries to our panel of judges.
We would like to thank our adjudicators, all of whom are members of the Marketing Institute, for their time and expertise. With the Awards night one month away, we'd like to introduce them to you.
Nicola Weldon, IOI Meats Marketing Director, Kerry Foods
Nicola Weldon holds the position of Marketing Director for the Meats Portfolio within Kerry Foods. The meats portfolio consists of some of Ireland’s most loved brands, Denny, Galtee, Shaw, Ballyfree, Fire & Smoke, and the most recently launched Henry Denny’s Meat Masters brand. Nicola is in her eighth year with Kerry foods. During her time, Nicola has led out on significant growth strategies across the branded portfolio, including first to market innovation of Ireland’s Only All Natural Ingredients ham, the re-launch of Ireland’s Best Tasting Sausage – Denny Gold Medal, and the launch of Fire & Smoke in 2015. Nicola has also led out the hugely exciting launch of the new brand to the family in 2017, Henry Denny’s Meat Masters.
Nicola has over 14 years marketing experience within the FMCG sector. She holds a MSC in Marketing, and diplomas in PR & Event Management, and Digital Marketing.
Tim Bicknell, General Manager, RaboDirect
Tim Bicknell is General Manager of RaboDirect in Ireland. He has a background in Marketing, Digital Transformation and Management Consulting across the Financial Services and Energy sectors. He is also a Mentor with Enterprise Ireland supporting a number of High Potential Start-Ups to develop & launch their businesses commercially.
Peter McPartlin, CEO, MediaCom
Peter has over 30 years’ experience in the Irish marketing and communications business, working with some of the country’s largest agencies, including Aegis Media (Carat & Vizeum), Irish International and OMD Ireland.
Peter has also worked in a business consultancy capacity to a number of media companies, including INM, UTV, The Irish Times, JC Decaux and the Newsbrands Ireland.
He was CEO of Today FM, Ireland’s largest independent radio station, for four years to December 2015. In his tenure there, Peter helped to overhaul the station’s presenter line-up, rebuild its revenue base, grow its digital footprint and led the station to become National Station of the Year in 2014. He was also the driving force behind the launch of the Dublin alternative rock station, TXFM.
He returned agency-side in 2016 and has taken the position of Chief Executive of content and connections agency, MediaCom Ireland, working with clients such as Coca Cola, Mars, Sky and Ryanair.
He has been actively involved at industry level with the Marketing Society, the Irish Direct Marketing Association, the Institute of Advertising Practitioners in Ireland, as well as industry research bodies for the TV, radio and OOH sectors and a board member of the Independent Broadcasters of Ireland.
Aedamar Howlett, Marketing Director GB&I Coca-Cola
Aedamar began her career in stockbroking before taking a sales role in Coca-Cola Hellenic (CCH) in 1996, where she held a number of sales, category management, channel management and CCH brand management roles. She moved to The Coca-Cola Company (TCCC) in 2001 as brand manager for Sprite. Since then, she has held a number of marketing, innovation & commercial leadership roles and was appointed Country Manager for Ireland in 2010. Aedamar left TCCC at end 2011 to set up a commercial consultancy business with clients including Kelloggs Europe, Heineken and Telefonica. Aedamar returned to TCCC as Country Manager, Ireland in June 2015 and was appointed Marketing Director for GB&I in October 2016. She holds a degree in Economics & Business Studies from Trinity College Dublin.
Bairbre Drury Byrne, Sales & Marketing Director, Clear Channel Ireland
With over 10 years experience in the Outdoor Industry, Bairbre is a member of the Joint National Outdoor Research (JNOR) Technical Committee and Outdoor Media Association (OMA) Marketing Committee. Prior to joining Clear Channel Bairbre held senior marketing roles in both Jurys Doyle Hotel Group and British Midland Airways. She studied BESS in Trinity College Dublin and holds a Masters in Strategic International Marketing from Dublin City University.
Deirdre Wafer, EMEA Insights Manager, LinkedIn
Deirdre leads the Insights team for LinkedIn Marketing Solutions in EMEA and works to deliver value to big brand and media agency clients from Linkedin’s unique first party data. Through leadership and a passion for insight led thinking Deirdre inspires fresh, effective marketing and customer led communications to drive positive change.
Prior to joining Linkedin, Deirdre had an established career in marketing working in a diverse range of industries for companies including Virgin Media, Liberty Insurance, Meteor Mobile, AXA and Bank of Ireland.
Deirdre is an advocate of client side marketers, agencies and other stakeholders working collaboratively as change agents to deliver world class results.
Geraldine O'Leary, Commercial Director, RTÉ Television
Geraldine O’Leary, a Psychology graduate from University College Cork, has worked in the advertising industry since graduation. Agencies she has worked with include Brian Cronin and Associates, DDFH&B, Saatchi & Saatchi and Zenith Media.
Geraldine joined RTÉ in 1997 as Manager Television Sales and was promoted to Director Sales and Marketing in 1999. In 2003, she was appointed to her current role, Commercial Director RTÉ Television, and is a member of the RTÉ TV Board. Her area of responsibility includes all advertising and sponsorship revenue on RTÉ TV, the latter which now encompasses Advertiser Supported Programming and Product Placement. Increasingly, there is a requirement for solution selling for clients and she is actively driving 360 degree initiatives across RTÉ. She is a huge believer in the power of relationships and believes RTÉ have a unique role in the market in this area.
Geraldine is a Fellow of The Marketing Institute of Ireland and Director of TAM Ireland and is a regular Chairperson/Speaker at Industry Conferences and Seminars. She is a Board Member of egta(European Group of Television Advertising) which has over 100 members across Europe and meets regularly to focus on common challenges and opportunities across markets. She was the President of the egta Board from 2009 – 2011.
Geraldine recently completed a Diploma in Executive Coaching with the Irish Management Institute.
John O'Callaghan, Trade Marketing Manager – On-trade, Heineken
John has worked for Heineken since 2009, initially within the Brand Marketing team responsible for a number of brands including Coors Light, Foster’s Murphy’s and Beamish Stout. At the beginning of 2016 he moved to his current role leading Trade Marketing for the On-trade. John had worked with Beamish & Crawford for 19 years in a number of brand roles, including seven years as Marketing Director.
Prior to this John worked for a number of years for the RNLI with responsibility for fund-raising and Public Relations in Ireland –thus water and beer have been a constant presence for him!
John Trainor, founder and CEO, Onside
John is founder and CEO of ONSIDE, one of Europe's leading Sponsorship Consultancy firms. He has more than 15 years’ experience of working with sponsors and rights holders across multiple sectors and platforms, influencing over €50m of sponsorship spend annually through his work in Ireland and Europe with many of the world's biggest and best brands. John is a recipient of a Fellowship from the Marketing Institute of Ireland for his contribution to the industry in Ireland and is the elected Irish Board Member of the European Sponsorship Association.
Teresa Brophy, Consumer and Trade Marketing Manager, Bord Bia
Teresa Brophy is the Consumer and Trade Marketing Manager with Bord Bia and has responsibility for the strategic development of sales of Irish food in the domestic market. Her main focus is on devising business strategies and annual consumer marketing programmes for food with the Bord Bia Quality Mark. Teresa works in close consultation with key industry stakeholders to devise these strategies and liaises with the retail and foodservice trade in terms of maximising the impact of marketing programmes at trade level.
Yvonne Kiely, Director, Customer Practice and Digital Lead, EY
Yvonne is a Director in EY’s Performance Improvement practice, specialising in Customer and Digital. Leading
programs across utilities, retail, technology and fs, Yvonne has worked at home here in Ireland, in the US,
Canada, UK and Australia focusing on design and implementation of customer centric organisations,
leveraging the digital value chain, and optimising marketing effectiveness to drive differential customer
experience and sustainable lifetime value.
Before this, Yvonne worked in industry across technology, telecommunications, and financial services in a
range of roles. She holds a B Comm from NUI Galway and a MSc (Marketing) from DCU.
Joanne Grant, Managing Director, JCDecaux ireland
Joanne has been with JCDecaux since 1997 and was appointed Managing Director of the company in October 2009.
In February 2007 Joanne took on the role of Project Director to lead the team in the implementation of the Dublin City Council public realm contract including most notably the development and implementation of the very successful dublinbikes scheme.
Before joining JCDecaux Joanne spent 12 years in the drinks industry in a number of sales and marketing roles.
Joanne is a Chartered Director and is a member of the Developing Committee of the Institute of Directors Northern Ireland. She is a director of the Outdoor Media Association (OMA) and a director of the Joint National Outdoor Research Association (JNOR).
She is currently President of the France Ireland Chamber of Commerce (FICC).
Joanne has also sat on the Corporate Fundraising Committee of the Simon Community in Northern Ireland for 15 years and joined the board of the organisation in May 2012.
View all the judges on aimawards.ie
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Posted By The Marketing Institute,
12 April 2017
Updated: 11 April 2017
The Marketing Institute: What does a CEO at TBWA\Dublin do?
Deirdre Waldron: At TBWA\Dublin, my primary responsibility is to ensure that as a company we perform to the best of our collective ability. It’s something I strive for by ensuring we have the right blend of talent, for the right type of work, and most importantly, the right culture we all want to be part of. All of which keeps me focused on the vision for our company.
At our core, TBWA\Dublin is a full service advertising and creative agency. We also have TBWA\MAKE, our in-house production studio, and TBWA\DAN, home to our data services for local clients and the TBWA global network and Disruption ® Consultancy, our consultancy arm.
My role is to ensure all these elements of the company are working optimally, though I also hold different roles within each. For example, I’m the relationship manager for some of our key clients within the main agency and also responsible for our new business program. For TBWA\DAN, I’m in a business development role, while with Disruption ® Consultancy I act as a business transformation advisor.
MII: What were your key career moves to get to your current role?
D.W: I began my career as a software engineer before progressing into management roles in project management and product marketing departments in financial services and multimedia companies in both the US and here. I moved to the agency side of things 8 years ago, firstly as a digital practitioner, but ultimately my management background opened up different opportunities for me in agency land.
MII: What is the biggest challenge you face in your role?
D.W: As an agency head I think there are both internal and external challenges to consider. Internally, the biggest challenge in my role is keeping true to the vision and strategic direction we have chosen for our company. The daily treadmill can often lead to you losing a little bit of that focus. Having said that, I still enjoy jumping on a client problem or issue and bringing some creative thinking to the situation.
Externally, I believe the biggest challenge our industry faces is the lack of value we place on the services we offer. In many ways we’ve been allowing the devaluation of agency services over the past number of years. This needs to change, and agencies need to lead the change.
MII: What key skills do you need to be effective in your role?
D.W: It’s an oldie, but you need to be ready and adaptable to change. Our industry, our staff, our clients look for innovative thinking on a continual basis. We’re in the business of communications, so it should go without saying that you need to be very good communicator. Other key skills may sound clichéd, but there’s usually truth in a cliché - act with integrity and openness - the best relationships are always built on mutual trust. I could keep going about strategic thinking (bigger picture stuff), good coordination and organisational skills – but they’re true of many roles. What’s different about what I do, and it’s something I genuinely believe, you have to have a love for what you do – passion will always win out in the end and especially helps in those tougher days.
MII: Describe a typical working day.
D.W: I think people who work in agencies do so because no day is typical. What I certainly love is the sheer variety of challenges. From creating a domestic abuse campaign for the Department of Justice and Equality to communicating a new disruptive residential pricing strategy for Electric Ireland, every day is vastly different. However there are some recurring themes – generally we’ll have internal meetings regarding operational needs but also on the strategic priorities we’ve set for the year.
I try to split up my week across each of our varying services from the main advertising agency, to our data services, focusing on potential growth opportunities. I also try to have at least one client meeting/phone call a day so I’m always in touch with the client needs.
On top of that, I still love attending workshops with clients to help drive their businesses forward, often facilitated in our offices. Then there’s industry events, mentoring program, global agency leadership meetings, new business pitches, HR issues, P&L monitoring, shareholder management, board meetings, the list goes on…
MII: What do you love most about your role?
D.W: There are two main reasons why I love my role. Firstly, the variety of client challenges that I mentioned; and secondly, and the opportunity we have as an agency to make a positive impact on Irish society and culture through our communications on behalf of our clients.
MII: Looking ahead, where might your career path lead to next?
D.W: I would like to demonstrate that we can be a world-class creative agency that just happens to be in Dublin. I’d like to bring more international accounts to Dublin, or even bring some Irish brands currently with agencies outside of Ireland back home. Growing TBWA\Dublin as an international brand is my next focus, while continuing to expand our local footprint too.
MII: To whom do you look for professional inspiration in your role?
D.W: My colleagues, both in the Dublin office and our worldwide network. We’ve got an amazing team in the Dublin agency. It’s constantly growing and we’re adding new and diverse skills all the time. I still get inspired when we have internal team meetings on a client brief or working on our own agency projects. The people I work with have the incredible habit of inspiring me on a regular basis. That’s what you call a great place to work.
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Posted By Core Media,
11 April 2017
Shane Doyle, Group Strategy Director of Core Media, Paddy Carberry & Rachael Crawley, winners of the Young Marketers prize and Aidan Greene, Deputy CEO of Core Media and President of IAPI
Paddy Carberry and Rachael Crawley from Vodafone have been named as the winners of the ‘Young Marketers’ category of Cannes Young Lions Competition 2017, which is sponsored by Core Media, Ireland’s largest marketing communications group.
Paddy and Rachael, who worked as a team to create their entry for the competition, will now travel to the Cannes Lions Festival in June to represent Ireland in the global ‘Young Marketers’ contest, competing against the best young creative marketing talent from over 100 countries. They will have just 24 hours to answer a brief set by a non-profit organisation and use the opportunity to demonstrate their strategic thinking and creative approach to solving important marketing challenges.
The Cannes Lions Festival is an eight-day long international festival of creative thinking, digital innovation, education and networking. Attended by nearly 20,000 delegates from all over the world. It is the benchmark for the very best in global creativity.
This is the first year of the ‘Young Marketers’ category at the Cannes Young Lions Competition. Previously, all the competition categories were only open to agencies, but the ‘Young Marketers’ category was designed specifically to attract entries from client companies and brands that engage the services of advertising and communication companies.
Entrants, who had to be aged 30 years or under, were asked to develop a ‘big idea’ for the Sustainable Energy Authority Ireland on how they would encourage consumers to reduce energy consumption in their homes.
The Cannes Young Lions Competition is run by the Institute of Advertising Practitioners in Ireland (IAPI) and consists of seven separate competitions in the areas of marketing, media, social media, PR, design, film and print. The pair of winners from each of the seven competitions will represent Ireland in their respective categories in Cannes in June.
ABOUT CORE MEDIA
Core Media is Ireland’s largest marketing communications group. The business consists of nine individual agencies – Mediavest, Mediaworks, Starcom, ZenithOptimedia, Core Knowledge, Engage Communications, Livewire, Ignite and Radical.
Core Media has been voted Agency Network of the Year for the last four years at the Media Awards and the company was also voted one of the top three workplaces in Ireland by the Great Place to Work Institute for the last four years.
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Posted By Edelman,
05 April 2017
- 59 percent believe the system has failed them
- Media now least trusted institution, but traditional media trust is on the rise
- Irish people are 2.5 times more likely to ignore information that supports a position they do not believe in
- CEOs amongst least credible spokespeople
March 30th 2017 – New findings released today from the 2017 Edelman Ireland Trust Barometer reveals a crisis in trust levels across the institutions of government, business, media and NGOs. Trust in media fell from 39 percent to 29 percent and media is now seen as the least trusted institution in Ireland. Trust in Government in Ireland remained at the same level as the previous year on 32 percent. Trust in business and NGOs dropped and they are now only 2 percentage points apart, at 41 percent and 43 percent respectively.
The Trust Barometer found that 59 percent of respondents in Ireland believe that the system has failed them — that it is unfair and offers little hope for the future — while only 15 percent believe it is working, and more than one-quarter are uncertain. The research reveals that 55 percent of the top income quartile, 59 percent of third level educated and a majority of the well-informed (56 percent) believe the system has failed. The Barometer showed that populist issues are fueled by a lack of trust in the system as well as both economic and societal fears. Countries coupling a lack of faith in the system with deep fears, such as the U.S., U.K. and Italy have seen the election of Donald Trump, the Brexit vote and the failed Italian referendum.
The research finds that credibility of leaders in Ireland is also in peril. CEO credibility dropped 16 points in Ireland from the previous year, to 27 percent which now puts it on par with government officials and boards of directors as the least credible spokespeople. The most credible spokespeople in Ireland are academic experts (61 percent), technical experts (58 percent) and a person like yourself (54 percent).
Speaking at the unveiling of the findings, Joe Carmody, managing director of Edelman Ireland said: “2016 and early 2017 has been a period of almost unimaginable upheaval. People in multiple countries rejected their government’s leaders or policies, demonstrating their dissatisfaction and distrust by electing reform or outsider candidates, voting to leave trading blocs, or refusing to support treaties negotiated by their governments. The mainstream media lost audience as people turned to social media and search for information, advertising results were questioned, and the spectre of fake news has left the public wondering what is true anymore.
“The findings of the 2017 Trust Barometer help provide a roadmap for understanding the forces that influenced the tide of populist action that swept across many western-style democracies. Ireland must consider itself on notice for the rise of populism. Once the majority of the population believes that the system is no longer serving them, they also become vulnerable to the fears that can fuel anti-establishment actions.”
The cycle of distrust is magnified by the emergence of a media echo chamber that reinforces personal beliefs while shutting out opposing points of view. Respondents in Ireland favour search engines (53 percent) over human editors (47 percent) and are more than 2.5 times more likely to ignore information that supports a position they do not believe in. 49 percent stated that they never or rarely change their position on important social issues.
Of the four institutions, business is viewed as the only one that can make a difference in the community it operates in. 68 percent of respondents agree a company can take specific actions to both increase profits and improve economic and social conditions in the community where it operates. However, there are worries amongst the workforce in Ireland that business must respond to. People in Ireland expressed worries about losing their jobs due to the lack of training and skills provided to them (49 percent), foreign competitors (44 percent) and automation (37 percent).
Other key findings from the 2017 Edelman Ireland Trust Barometer include:
Between 2012 and 2017, media as an institution saw a six percent drop. Traditional media (56 percent), the most trusted media outlet, has seen two years of growth in trust levels. Online only media saw a seven point drop on 2016 levels from 48 percent to 41 percent.
More than one in three people in Ireland agree with the statement, “I would support politicians I trust to make things better for me and my family even if they exaggerated the truth.”
Employees are seen as the most credible spokespeople on issues including employee/customer relations (64 percent), innovation (33 percent) and industry issues (36 percent).
The full presentation is available to view at www.edelman.ie
For further information please contact:
016789333 / 0857282151
ABOUT THE AUTHOR
Edelman is a leading global communications marketing firm that partners with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. In Ireland, we are a team of brand, reputation, research and digital strategists who drive award-winning creative communication programmes. We have deep expertise in consumer trends, research, analytics and insights, corporate reputation, health, technology, crisis and government affairs.
Edelman was awarded the Grand Prix Cannes Lion for PR in 2014; six Cannes Lions in 2015; and the Grand Prix in the Titanium category in 2016. The firm was named “2016 Global Agency of the Year” by the Holmes Report, and one of Advertising Age’s “Agencies to Watch” in 2014. In 2015, Edelman was among Glassdoor’s “Best Places to Work” for the fourth time. Edelman owns specialty firms Edelman Intelligence (research) and United Entertainment Group (entertainment, sports, experiential), a joint venture with United Talent Agency. Visit http://www.edelman.com for more information.
ABOUT THE EDELMAN TRUST BAROMETER
The 2017 Edelman Trust Barometer is the firm’s 17th annual trust and credibility survey. The survey was done by research firm Edelman Intelligence and consisted of 25-minute online interviews conducted on October 13th – November 16th, 2016 with supplementary research carried out in the intervening period. The 2017 Edelman Trust Barometer online survey sampled more than 33,000 respondents consisting of 1,150 general population respondents in each country aged 18 and over and 500 informed public respondents in the U.S. and China and 200 informed public respondents in all other countries across 28 markets. All informed publics met the following criteria: ages 25-64, college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week.
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Posted By The Marketing Institute,
29 March 2017
Some Marketing Institute guest speakers have a go at cracking today’s big marketing questions
We’re delighted with the lineup of fantastic speakers from various backgrounds and industries who spoke at our DMX Dublin conference on 8th March.
Remembering that The Marketing Institute’s purpose is to enable marketers to build great brands and great careers, we decided to pick the brains of some of these thought leaders on the big questions and trends that arise in marketing in Ireland today. Here are their insights.
Forget “Digital Marketing”, let’s get back to the basics
Digital has opened up countless opportunities for marketers, and the pace it’s moving at means we’re constantly on the lookout for the next big thing. Yesterday was all about live video; today we’re talking AI, AR and VR… But are these shiny new tools distracting us from the bigger picture, and the true role of marketing?
Peter Kim (Lego), notes: “Marketers have taken an approach to digital that has loosened up from what made it so awesome 10-15 years ago. These days what consumers see is a lot of clutter, irrelevance, and interruption when it comes to advertising in digital.” So how do we go back to the core of marketing?
It’s time to take a step back and look at the brand, the objective, the audience, and how we achieve long-term success. Marketing Consultant Shane O’Leary explains: “We need to be less focused on complexity and get back to what marketing really means: driving sales and business objectives rather than focusing on the tactical minutia. Digital is causing us to focus more on the short term than the long term. We focus more on effectiveness rather than efficiency. We tend to not extrapolate these short term metrics back to how they re driving business.”
Once we are clear on business objectives, then and only then can we look at the tactical options that are available today. Because as Matthew Stockbridge (Mondelez International) stated: “There’s no “new media”, just media. It’s about what’s the right media for a campaign to get messages across, based on what the creative idea and the audience are.”
Use Big Data to understand the consumer… but don’t overdo it
The amount of data available today means that “you can better serve your customers by knowing and then predicting what they want” (Karen Boswell, Adam & Eve DDB). And that’s great news for marketers, right?
However there is a dark side to big data. Mark Earls (Herd) notes that “people are beginning to feel uncomfortable about the amount of data that’s available and how it is used”. They are increasingly reluctant to share their personal data. They want to know what way it’s going to be used, and will only share it if we provide enough value in return. As Nicola Millard (BT Global) puts it: “If I share data with you, what am I going to get back? Do you make life easier for me? Do you personalize stuff? Do you remind me of things that I really want to be reminded of?”
And then there’s the ongoing argument between data and creativity, the fear that algorithms and programmatic are making marketing dull and predictable. Consultant Michelle Goodall illustrates: “We live in a bubble through social media and our search habits. Nobody is delighting me anymore! I’m getting stuff around my age […] but I don’t want that! I want to be surprised and delighted! So how can we continue to surprise and delight people, but also give them what they want?”
The answer could lie in Shane O’Leary’s suggestion that “it’s not about data OR creativity. The value is in the overlap. Data needs something built on top of it. Creativity needs some data to give us that insight.”
Improving customer experience: AI Vs. Humans
If there’s one thing all marketers can agree on, it’s the importance of customer experience. “Marketing isn’t just about what you say, it’s about what you do. About every single touchpoint that customers have with your brand. It’s the smallest thing you fail to think about, that is the thing that undermines your product, your brand and your business” (Scott Morrison, Think Sprint). Marketa Mach from IBM iX adds that “it’s a focus on customer experience that’s going to lead to differentiation. CX pays in business performance as it does in customer satisfaction”.
The question that arises today is: will new technologies such as AI help brands improve CX, or are they deteriorating it by removing human interaction?
One thing that AI does well is fulfilling the consumer’s increasing need for instant gratification, for example in retails where AI can assist customer service, as highlighted by Karen Boswell.
On the other hand, social media marketer Amanda Webb observes that “being human and trustworthy is what people are looking for now. We’re going back to doing business with the local shopkeeper”.
Either way, Lisa Wood (Atom Bank) acknowledges that “we need to start thinking now about AI and what it’s going to do to the marketing landscape, because it’s going to be a different skillset and a very different engagement with our customers. AI is changing how we interact with customers”. Matthew Stockbridge adds that it’s still unclear what is a clever or a terrible use of AI, and opinions on specific campaigns are often divided. But he argues that “as long as trends are causing conversations and dividing people, those are the things we need to be aware of”.
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