New in Vala! Branch:
Advertiser and creative person
Miren Karbon
dives into an in-depth conversation with senior executives in the marketing and advertising industry.
This week's guest:
Ido Cohen
, Vice President of Brand and Global Communications at Leatrix.
Unless you closed your eyes and covered your ears in the last few weeks, you were probably exposed to the fact that the artificial intelligence madness has reached video and today it knows how to produce entire videos, including advertisements, from prompts, i.e. from a textual description only One of the two companies leading this revolution in the world is
the
Israeli company Lightcris, a product that is going to completely change the way most of us will create advertisements. Also for an audience that already knows and adopts the tools of artificial intelligence, to understand the magnitude of the revolution, how exactly it works, why we still notice glitches, where the technology is at the moment and where it is going in the near future.
Later, they discussed the brand itself, why they prove themselves as encouragers of creativity, the business model, how to choose between a professional target audience and distribution to the masses, about the competition against Sora and against other players in the market, how they are going to price the product, about the launch campaign with Ari Pullman, Working with creators and influencers and how interested the professional audience is in them, when do they open the beta for everyone and how can you be pushed to the waiting list.
Miren Karbon is the owner of Creative First, a company that works to promote creative excellence through an independent creative agency and strategy, the largest advertising and marketing community in Israel, the popular podcast Ear Catcher and the Israeli creative competition Granot.