WPP, Digiday has learned, has partnered with analytics firm Sightly to tap its brand mentality platform that suggests content targets based on what marketers want their brands to be associated with.
The move signals a era of agencies putting AI to use helping brands help themselves is upon us. And both holding companies and independent agencies are getting into the game. And similarly, in other breaking news, independent full service agency Zambezi has launched an brand performance gap tool that helps brands assess ways to improve brand-driven advertising to reach a $1 billion valuation threshold.
Both tools employ AI tools to help do the requisite digging on behalf of brands to evaluate gaps and harness opportunities in their campaign work.
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