Thanks so much for tuning in for Part 2 of my interview with Patrick Givens VP and Head of VaynerSmart, VaynerMedia's Innovations & Emerging Technologies division.
We pick up in Part two discussing the ethics of AI in these emerging technologies.
Patrick and I discussed the importance of being mindful of a brand’s safety when it comes to using these emerging technologies; calculating the risks and the investment expectations up front to investigate the best practices and paths at present while planning for the future.
It is our responsibility to be aware of what is happening ahead of the rules and regulations that have not yet been set in place. AI ethics are hugely important right now but completely optional. Non-disclosures of synthetic audio manipulation should not be taken lightly. Audio manipulation is not currently monitored and so it is our responsibility to do our due diligence as sound strategists despite the fact that it isn’t “necessary”.
For planning sound strategy, VaynerSmart and VaynerMedia prefers to approach their projects with clients with a low initial investment to find efficient ways to expose and evaluate performance and to streamline channel planning. Proxy testing and pre market testing creative ideas can be a huge time and financial investment. Vayner tends to go lower scale at first to test out ideas, get to know their client and their ultimate objectives for a sound identity and audio incorporation to create the right sound landscape (as well as the right financial investment) for that specific client.
All brands and companies are going to make a bunch of noise. Are they creating them thoughtfully? If the objective and strategy is clear then go. However, maybe the initial objective is just to experiment and play with some options.
Find the brands’ core identity. Be clear on what it’s trying to achieve. Then create a plan that allows dynamic reach with a compass put in place.
Patrick also listed some examples of personal favorites of great sound advertising. One was from an Under Armor campaign called “Click Clack”. The other was a project where VaynerSmart worked alongside NPR and created an interactive version of the Wait, Wait Don’t Tell Me Show for Alexa and Google Assistant Smart Speakers.
To reach Patrick Givens, you can contact him through the VaynerSmart Website or through Linkedin.
You can find me at www.dreamrproductions.com, Linkedin, FaceBook or you can email me at jeanna@dreamrproductions.com
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Let’s make this world of Sound more intriguing, more unique, and more on brand.
Patrick and I discussed a number of things in Part 1 and 2 that included:
Episode 67- Your Brain On Podcasts (Part One)
Episode 66- Sound In Cinema (Part Two)
Episode 65- Sound In Cinema (Part One)
Episode 64- Autonomous Voice in Auto (Part Two)
Episode 63- Autonomous Voice In Auto (Part One)
[BONUS] Course Announcement
Episode 62- Conversational AI With Bixby (Part Two)
Episode 61- Conversational AI With Bixby (Part One)
Episode 60- The Sound of General Motors (Part Two)
Episode 59- The Sound of General Motors (Part One)
Episode 58- Season Two Recap
Episode 57- Sonic Territories Explored With Sixieme Son (Part Two)
Episode 56- Sonic Territories Explored With Sixieme Son (Part One)
Episode 55- Keri Roberts Sound Perspective (Part Two)
Episode 54- Keri Roberts Sound Perspective (Part One)
Episode 53- Directional Sound with Holosonics (Part Two)
Episode 52- Directional Sound with Holosonics (Part One)
Episode 51- Intro to Amazon Alexa with Dave Isbitski (Part Two)
Episode 50- Intro to Amazon Alexa with Dave Isbitski (Part One)
Episode 49- AI; Only As Good As Its Developer (Part Two)
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