Making Science
Making Science is a digital acceleration company that currently has more than 1,200 employees and a presence and technological development in 15 markets: Spain, Portugal, Mexico, Colombia, France, Italy, UK, Ireland, Sweden, Denmark, Norway, Finland, Germany, Georgia and USA. As a consulting partner of Local Planet, the world’s largest network of independent media agencies, Making Science offers digital marketing, Adtech and Martech, cloud technologies and software, and cybersecurity services globally, through delivery hubs that drive job creation and the availability of highly skilled technology talent.
Making Science is comprised of 4 business lines: the Global Digital Agency with Technology, with 360 digital advertising services that integrate strategic planning, creativity, data and technology; RAISING, the Technology Division, which combines business expertise with data science to offer advanced solutions based on AI applied to marketing; the Cloud, Software and Cybersecurity business, with a team of more than 400 engineers and data scientists for the development of cloud-based solutions and a specialized cybersecurity team; and the Making Science Investment area, with Ventis and TMQ, as a line of business diversification and implementation of the capabilities of all areas of Making Science.
RAISING, the technology division, positions the company as a global leader in digital transformation. Its proprietary solutions - ad-machina, Trust Generative AI and Gauss AI - enable brands to maximize their business results propelled by Artificial Intelligence.
In addition, the company participates in various ESG initiatives, including the Climate Pledge, the United Nations Global Compact, and the Pledge1% initiative, supporting non-profit organizations in its community with a strong commitment to positively impacting the future.
In our podcast, we explore the cutting-edge topics shaping the digital marketing landscape with Making Science. From the transformative power of Artificial Intelligence (AI) and the robust capabilities of Marketing Technology (MarTech), to the challenges and opportunities of Google Analytics 4 (GA4), Media Efficiency, and First-party Data, we leave no stone unturned. Plus, we tackle the critical issue of Privacy in today's interconnected digital world. Tune in for fascinating discussions on these and more!
Making Science
Making Sense of AI-Powered Creatives
In this episode, host Noelle Runo (Head of International Marketing & Communications at Making Science) sits down with Constanza Ghelfi (CPO at Making Science) and Matz Lukmani (Product Lead at Google) to deep-dive into the world of AI-Powered Creatives and their massive impact on campaign performance.
đź’ˇ What You Will Learn
Discover why creatives are the number one driver of ROI and how the recent shifts in user behavior—including the rise of short-form video and UGC—have amplified the need for high-quality, engaging ad content.
The discussion covers critical topics for modern marketers, including:
- The Creative Impact: Data showing how creative quality can lead to a 1.7x impact on campaign ROI and how platforms like Google, Meta, and TikTok are using it as a key ROI driver.
- The ABCD Framework: A breakdown of the non-negotiable ABCD framework (Attention, Branding, Connection, Direction) and how following it positively impacts campaign performance, with a specific focus on why "Direction" (call to action) is the most impactful lever.
- AI's Role in Creative Production: How Generative AI is leading to the democratization of creatives and how brands can leverage tools like Gemini, Imagen, and VEO to enhance their capabilities, rather than just substitute their creative teams.
- Creative Automation in Google Ads: Explore the new features, including Asset Studio, image editing, and video editing, and the power of prompt assistance to help you build and refine your assets efficiently.
- Brand Control and Scaling: The importance of integrating "human in the loop" steps into your AI process and how new concepts like synthetic users and brand guideline validators can help ensure brand consistency and drive better outcomes, like the case study showing a 90% improvement in cost and time efficiency.
- The Future of Search and Creatives: The evolution of search into a multimodal experience and the need for unified, cross-functional teams (Creative, SEO, Paid) to deliver cohesive user experiences across all surfaces.
Don't miss the key takeaways on how to start investing in creative asset variety, commit to continuous improvement, and focus on orchestrating your entire marketing ecosystem to harness the power of AI at scale.
Listen now to stay ahead of the curve in this new era of creative marketing!