Making Science
Making Science is a global digital acceleration company powered by Artificial Intelligence, with over 1,200 employees and a presence and technological development in 18 markets: the USA, Spain, Mexico, Colombia, Argentina, Brazil, France, Italy, the United Kingdom, Ireland, Portugal, Sweden, Denmark, Norway, Finland, Germany, the Netherlands, and Georgia.
As a consulting partner of Local Planet, the world's largest network of independent media agencies, Making Science develops technological solutions and offers digital marketing, Cloud for Marketing, Adtech, and Martech services through offices, delivery hubs, and centers of excellence that drive job creation and the availability of highly qualified technology talent globally.
The purpose of Making Science is to drive the digital acceleration and sustainable growth of its clients so that they are competitive in the new Artificial Intelligence paradigm. Acting as a comprehensive strategic partner that closes the gap between business strategy and AI-driven technological execution, the company is based on a Hybrid Intelligence model that augments human capabilities.
Its model is based on four proprietary business and innovation lines that stand out for their AI-native technological nature, with more than 400 engineers and data scientists:
- 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 solutions based on AI applied to marketing, such as ad-machina, the Agentic AI platform for integrated marketing.
- AWAKE, an AI Venture Studio, was created to lead the Artificial Intelligence revolution that industrializes the creation of AI-native startups and innovative projects that respond to the new needs of the digital economy.
- The Investment area, with Ventis and TMQ, is a business diversification line and implementation of the capabilities of all areas of Making Science.
The company participates in various ESG initiatives through the Making Science Foundation, with a firm commitment to obtaining a positive impact on society and the planet.
Making Science
Making Sense of AI-Powered Creatives
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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!