Written by Kim Jørgensen – Nordic Director, Media & Digital CX, McDonald’s
As part of our Inside the Jury Room series, we spoke with Kim Jørgensen – Nordic Director, Media & Digital CX, McDonald’s to hear their perspective as a judge for this years M&M Global Awards.
In the interview, Kim shares his views on the biggest opportunities for media over the next 12 months, how media’s role in shaping consumer behaviour continues to evolve, and the ways brands are using AI to drive greater relevance and effectiveness. He also highlights the campaigns and brands setting new industry benchmarks, what excites him the most about this year’s entries, and their advice for entrants looking to impress the jury.
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What do you see as the biggest opportunity for media over the next 12 months?
I see two great opportunities:
- One is regarding how we can take implementation of automation and AI to the next level within digital media. This means, how to move from manual planning and buying to automated and AI managed setups, and thereby free up time for more strategic media work and setting guardrails for the automated / AI based planning and buying.
- The other is within search and how AI is changing everything in a very fast way. The companies which truly understand how to use AI based searches to their advantage will come out strong. The rest will not.
How has the role of media evolved in shaping consumer behaviour in recent years?
Again, AI-based searches have changed the customer behavior significantly and we are yet to see where it all ends up. Another area is within influencers / content creators, where I see a higher degree of professionalism taking place and consumers (especially the younger ones) really tapping into whatever they talk about or promote.
How are brands leveraging AI in smarter ways to create more impactful campaigns?
Again, AI-based search setups come out on top. But I also see some companies using AI or Automation in their content production. And when they integrate it with the media platforms, AI controls which banners / messages / formats to use – and when performance drops below threshold, a new banner/message/format is taking over. This is the future for all programmatic and Social media ads planning and buying (as well as other digital-based platforms).
Which campaigns or brands do you think have set new benchmarks recently in the media industry?
As things are moving so fast, I really want to wait for the outcome of the Cannes Lions before answering this question.
What excites you most about this year’s Festival of Media- M&M Global Awards entries?
Again, things change so fast and I really look forward to seeing some great cases which make use of AI to achieve better business performance and provide a better customer experience. Not to use AI to make ads – but to use AI to be more personal, relevant, and timely towards the customers, which in the end results in better business performance.
What advice would you give to entrants of the Festival of Media- M&M Global Awards who want to impress the jury this year?
Make sure that you have the business performance in mind. At the end of the day – it is all about how well an activity is delivering on sales or other business metrics. A smart AI feature or clever thoughts are fine – but without strong business results, it is just nice words on paper.
And finally, if you use AI to assist you in writing the case – make sure you rephrase the text to the actual case and storyline. I have already seen examples of different cases which looks similar due to the use of AI prompt of the category text…
