August 03, 2015
Humans Out At MCR
NEW YORK, NY (UPA) -- Marketing communications firm MCR announced today that they will be revamping their staffing practices in 2016 to eliminate the need for "non-digital" staff.
"We think we have identified a new way to look at marketing communication that will create deeper value for our clients by eliminating unnecessary cost factors, such as personnel," said Rich Mandrake, ceo of MCR.
MCR's plan is to utilize technology-based resources such as software, virtual robots, and media algorithms to create and implement advertising and marketing programs for its clients.
"We will need to keep a few tech people on staff to insure that our systems are functioning well and are properly integrated. But that's it. Last-century resources like account managers, copywriters, art directors, and media planners -- in other words, people -- will be replaced by digital resources."
Susan Rottingham, Executive Director of Marketing Matrix, another advertising and marketing firm in East Wilting, PA expressed admiration for the concept.
"I believe this is a first step toward advertising's future. We can drive creative content strategy and design experiences into a highly curated, customized experience across the digital ecosystem by eliminating non-essential pathways."
Thomas Train of A&P Partners in Phoenix was less enthusiastic. "It comes down to this," Train said, "algorithms can't buy lunch."
But Mandrake is unshaken in his confidence in the new system.
"We have developed what we call 'virtual robotics' that can actually understand a client brief when it is converted into code via a proprietary algorithm we have developed. The robot program then goes online and hunts down previously created advertising and marketing campaigns in similar categories which it 'borrows' from -- much like a traditional creative team does," he explained.
Using existing software, a "virtual account manager" then relays the creative content to a newly developed media package called "Planner Z" which generates a media plan and transmits the plan via secure lines to a programmatic buying service or trading desk.
According to Mandrake, the development time from the moment a new client brief is received until a new advertising campaign starts appearing in media can take less than 30 minutes.
MCR was formed in 2002 by the merger of Mandrake & Partners and C.R. Lewin Associates. With offices in Syracuse, Rochester and Buffalo, it currently employs 260 people and is the largest advertising agency in upstate New York.
You can learn more about the new technology here.