Jaywing, Albert Works, 71 Sidney Street, Sheffield

AI or humanity? Data or hunch? Rational or emotional? All tensions at the heart of creating advertising for today’s fragmented media and distracted audiences.

In a session of two halves, we first look at the tech and data skills needed to create successful advertising. The second half looks at our human creativity. Solidly influenced by digital tech but led by the ingenuity of mankind. This developing and at time fractious relationship between humans and machines is at the heart of commercial tensions within today’s advertising industry.

In the first half you will hear from our AI experts and dev teams about how they create products to harness machine learning to speed up and improve accuracy for brand communications. This will include award winning case study examples from a range of clients from Sky Sports to Domino’s Pizza.

In the second half we will present advertising campaigns from first direct and Hermes that mix the data smarts of machine learning applied by the lateral and at times frankly barking thought processing of human creativity.

Jaywing is a creative communications agency founded on data science almost 20 years ago. During that time, we have evolved our skills and output to match the needs of an industry that continues to be totally transformed by advances in digital communications. We are proud to be taking part in the inaugural Sheffield Digital Festival, with our sister agency Epiphany enthusiastic supporters of the Leeds Digital Festival through hosting the lively Code in the Dark event every year. The talk will take place within our stunning repurposed Victorian cutlery, factory recently voted one of the country’s most inspiring places to work. What was once a sedate factory of craftsman making beautiful cutlery is now a factory of fast ideas that move people to action.
Sadly, due to the talk being held in the upper floors of a converted 18th century warehouse, we are unable to accommodate guests with mobility needs.