Today officially lauched Supernatural, a new creative agency not only bringing together a seasoned mix of creative, media, management consulting, PR, and client-side human experience, but also the power of tech tools right on the table.
\u201cWe\u2019re using machines trained by everything that is known about advertising effectiveness to accelerate the entire creative process, more intelligent strategies, faster and more accurate creative decision making and task automation,\u201d said Supernatural CEO John Elder. \u201cThis allows us to move much, much faster than a traditional ad agency and still deliver breakthrough creative work.\u201d
Supernatural is the first machine\/human hybrid independent agency in that what they\u2019re doing is not just \u201cdata + creativity\u201d and it\u2019s not just performative tech. They are building AI and ML based \u201cpower tools\u201d for the creatives who work there, making the creative process faster and more data-driven, and the output more creative.
\u201cAt my last agency, I knew I had to do something different to provide a solution for this \u2018faster, more creative, more effective\u2019 trend coming from clients,\u201d said Supernatural Chief Creative Officer Paul Caiozzo. \u201cI needed to start afresh and build a new kind of creative agency built on a collaboration between humans and machines, and that\u2019s the premise of Supernatural. It\u2019s this idea that AI and ML are not replacing creatives or humans , it\u2019s that the creative humans are working with \u2018the machine\u2019 and together the humans and the machines can accomplish things that neither machine nor human could do on their own.\u201d
Paul Caiozzo, the creative mind behind some of the successful campaigns of Google, Microsoft and Burger King; John Elder co-founder of Heat Advertising and one of the Managing Directora at Deloitte Consulting; and Mike Barrett, President of Heat Advertising and Principal at Deloitte Consulting are the cofounders of Supernatural.
Operating in beta since June 2021, Supernatural has successfully used a combination of AI, ML and human creativity to make ad campaigns for clients like YouTube, KAYAK, Vita Coco, Roman, and Sir Kensington\u2019s.<\/p>\n\n\n\n
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Founder Paul Caiozzo (Chief Creative Officer, Supernatural) is the creative behind some of the most successful campaigns ever made including work for Google, Microsoft, and Burger King.
Founder John Elder (CEO, Supernatural) started the Digital Department at Goodby Silverstein & Partners, he was also a founder of Heat advertising and was a Managing Director at Deloitte Consulting.
Founder Mike Barrett ran Strategy, Research and Analytics for UM in North America, was the President of Heat advertising, and a Principal at Deloitte Consulting.
Ashley Williams (Head of Strategy , Supernatural) ran media strategy at WPP for Sunday Night Football, the Olympics, NBC news and MSNBC. She also led cultural PR for Procter and Gamble and is a frequent lecturer on communications strategy at NYU.
Melissa Hill (Managing Director, Supernatural) is the former MD of Mekanism where she led business for Peloton, HBO & CocaCola and was previously the client services lead on PlayStation at BBH.<\/p>\n\n\n\n
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For online travel platform KAYAK, Supernatural created advertising that captured the feelings people had about wanting to travel again, as Americans returned to travel over the summer. The work resonated, and as the market rebounded, the campaign was a key driver for KAYAK.
\u201cSupernatural\u2019s brand creative met the moment and was a big contributor to the business over the summer,\u201d said Matt Clarke, VP North America Marketing at KAYAK.
For YouTube, Supernatural helped launch Shorts, YouTube\u2019s answer to TikTok. Leaning into an up-to-the-moment understanding of what was trending with Gen-Z in pop culture and online, Supernatural deployed their team of Gen-Z creators to make a series of native videos that both entertained and highlighted the key differentiators for Shorts.
Supernatural\u2019s humans and machines set out to get people to talk about Sir Kensington\u2019s. Mayonnaise isn\u2019t the obvious starting point for creating culture, but Supernatural created a stunt that came to life across social and in real life.
\u201cSupernatural truly delivered on creativity. We gave them a tall brief and they delivered to bring our brand to life in such a fun, unexpected way,\u201d said Carlee Delp, Lead Brand Crafter at Sir Kensington\u2019s. \u201cThe creative work put Sir Kensington\u2019s at the center of a conversation, and really made an impact on our business growth.\u201d<\/p>\n\n\n\n
\u00abTogether the humans and the machines can accomplish things that neither machine nor human could do on their own, thats idea for Supernatural, Caiozzo says<\/p>\n","protected":false},"author":24,"featured_media":20047,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[3],"tags":[12222,12219,12220,12224,12223,12221,12218,12217],"yst_prominent_words":[],"_links":{"self":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/20046"}],"collection":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/comments?post=20046"}],"version-history":[{"count":0,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/posts\/20046\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media\/20047"}],"wp:attachment":[{"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/media?parent=20046"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/categories?post=20046"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/tags?post=20046"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/eastwind.es\/marketing\/wp-json\/wp\/v2\/yst_prominent_words?post=20046"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}