Program Expansion Rallies the Advertising Ecosystem to Leverage AI Tech for Their Purpose-Driven Campaigns

Following an inspirational Call for Creative in 2020, today IBM Watson Advertising (IWA) announced another year of the program to award brands complimentary use of its Accelerator solution to run “creative for good.” With so much opportunity and hunger for brands to be the positive change they want to see in the world, IWA is proud to be bringing back Call for Creative for year two. 

The application window for brands and agencies that want to participate opens today, closing on May 3rd, 2021. This year’s criteria include campaigns and creative focused on helping solve one of the following global challenges: racial injustice, healthcare, climate change, minority and gender equality.  IWA will announce the five brands selected to participate in June, to align with the timing of Cannes Lions International Festival of Creativity, and as part of a celebration highlighting how advanced technology (AI) is helping drive progress and social good throughout society.  

“Virtually every brand leader I know wants to do more social good and have their brands help address the issues we collectively face,” said Randi Stipes, CMO, Watson Advertising and Weather, Developer Marketing at IBM. “Consumers expect the brands to which they are loyal to take action and to take a stand on the issues that matter to them. We started Call for Creative last year to showcase some of the world’s most socially invested brands and eliminate any cost barriers keeping them from broadly sharing their message. The impact in 2020 - with brands realizing an average 120% lift in performance while simultaneously inspiring change - compelled us to keep it going in 2021.” 

The Ad Council is a true testament to the impact AI can have on accelerating campaigns designed to address important societal issues. A 2020 Call for Creative participant, the Ad Council leveraged IWA’s Accelerator solution amidst global racial injustice protests to educate and build awareness for their “Love Has No Labels” campaign. Eighty-one ad variations were automatically created driving a 113% increase in performance from the beginning to the end of the campaign, as well a 69% increase in conversations (actions on site). 

The success of the “Love Has No Labels’ campaign spurred the Ad Council to again tap IBM Watson Advertising for their “It’s Up To You” campaign, an initiative to decrease COVID-19 vaccine hesitancy and increase overall awareness around vaccinations.

To learn more about IBM Watson Advertising’s Call for Creative, please visit: ibm.biz/call4creative