OLIVER, the world’s first and only specialist in designing, building, and running bespoke in-house agencies and marketing ecosystems for brands, has launched a new generative AI tool, Slipstream. The tool enables clients to build more effective, complete creative briefs and elicit better results from their agency partner.
This is part of a larger goal to reduce the end-to-end effort expended from brief through client acceptance by a staggering 50%.
Slipstream takes the initial brief – whether a formal document or a hurried email – and first validates that it contains all the key components necessary, such as budgets, timings, target audiences and objectives. The client can then liaise directly with the tool to fill in any gaps.
It then restructures the brief into a templated format and interrogates it against what OLIVER already knows about the client and its priorities and business objectives – anything from the need to focus on sustainability or DEI to the brand’s tone of voice and distinctive brand assets.
Because OLIVER’s unique ‘walled garden’ securely holds a vast bank of previous client briefs, Slipstream can analyse if assets or details can be reused from similar, historical submissions, while also enabling OLIVER’s experts to ‘score’ each new brief so that the tool can learn over time what good briefs look like. Separately, it provides insight and guidance to the account teams, and in the future, will even help estimate and plan the work based on historical data.
In addition, OLIVER’s strategy and tech teams worked in conjunction to incorporate the ‘Wallpaper Whacker’ – guidance to avoid producing ‘wallpaper content’ and standard claims to ensure the execution is differentiated from other ‘typical’ marketing.
Jason Bailis, Global COO at OLIVER, comments: “So much of the talk around the use of generative AI in the creative industry is around ideation and creating assets, but anyone who’s ever worked in an agency knows that the brief which kicks the whole process off can be a time-consuming and challenging thing to get right.”
“We created Slipstream to improve a part of the process that can fall through the cracks. If the brief is more accurate from the start, it’s more likely that the final creative work will match what the client wanted. That means fewer anxious emails and texts and fewer iterations.
“It also enables better reuse of existing creative assets, which is an issue the industry has been struggling with in recent years. There might not be a need to create entirely new audience profiles, for example, if the brand did a campaign targeting similar audiences recently. It helps them develop efficiencies of scale.”
Bailis continues: “We know that clients are already looking forward to using Slipstream to help develop better briefs. It’s an important trust exercise, to know that we’re going to help them identify places to reuse existing content as well as build more effective future campaigns.”
Slipstream is built on top of OMG, OLIVER’s end to end Marketing Resource Management platform and uses Weaviate’s vector Database for storing, analysing and enhancing content leveraging its connections to multiple AI tools and engines for maximum technical flexibility and future proofing.
Bob van Luijt, CEO at Weaviate, which provides the underlying vector database powering Slipstream, adds: “We’re excited to see OLIVER powering such a powerful, effective and time-saving marketing tool with Weaviate. Our organisations share a focus on delivering trustworthy AI applications to improve productivity and deliver world-class customer experiences, and we look forward to seeing this use case expand as our partnership grows.”
Amina Folarin, CEO, OLIVER UK Group, concludes: “Our clients will see significant benefits when using the OLIVER Slipstream briefing tool. By centralising key information and simplifying communication, it will not only improve the quality of our work, but also give teams valuable time back. With two decades as an industry disruptor under our belt, our teams continue to use innovation to drive efficiencies and effectiveness in our clients’ worlds, ultimately delivering better marketing, faster.”
About OLIVER
Established in 2004, OLIVER is the world’s first and only specialists in designing, building, and running bespoke in-house agencies and marketing ecosystems for brands.
OLIVER partners with over 300 clients in 40+ countries and counting; simplifying the complexities of modern marketing and giving brands back control. Its work has been shown to drive business growth, earn fame and give brands a more meaningful role in people’s lives.
This year, OLIVER added to its record of success at the Campaign Agency of the Year Global Awards, as Campaign’s Global Customer Engagement Agency of the Year (Silver), Global In-House Agency of the Year for Unilever’s U-Studio (Bronze), and Global Digital Innovation Agency of the Year (Bronze). It was also named AdGreen’s #1 Superuser for its ongoing work in sustainable production – a testament to OLIVER’s commitment to reducing environmental impact and supporting clients’ decarbonisation efforts.
OLIVER is part of the Inside Ideas Group (IIG), which joined The Brandtech Group in January 2019 to give its clients access to cutting-edge marketing technology solutions in the AI, AR, and the metaverse space.
The group includes tech-driven marketing companies: Jellyfish, Pencil (the No.1 generative AI creative and distribution SaaS platform), Fifty-five, Mofilm, Collectively, Gravity Road, Acorn-i, DP6, Mobkoi, Brandtech Media, Brandtech Commerce and Brandtech Consulting.
The Brandtech group is one of the most prominent marketing industry voices on the prediction and movement to AI-driven marketing, including generative AI. It was named one of the World’s Most Innovative Companies 2021 by Fast Company, and by CB Insights as one of the World’s Most Valuable Private Unicorns.
Feature image by Annie Spratt on Unsplash
