One of eight&four's co-founders, Kate Ross, recently shared insights into our 16-year journey with Little Black Book, reflecting on how digital marketing has evolved and how we continue to stay ahead by embracing strategic thinking, niche targeting, and innovative technologies like GenAI.
Navigating a Fragmented Landscape
As Kate explained, the media landscape has become increasingly fragmented, making a "be everywhere" approach unrealistic. Instead, we focus on targeted, strategic efforts that engage audiences where they are—whether in traditional spaces like TV or niche communities like gaming. By sticking to storytelling fundamentals and avoiding overwhelm, we guide our clients with clarity and confidence.
Our GenAI-Driven Future
This year, we proudly became a fully GenAI-enabled agency, introducing tools like Coach, our proprietary AI image generator. Designed to produce high-quality automotive visuals for clients like Genesis (Hyundai), Coach allows us to create stunning, on-brand content at 20% of traditional costs. While AI has its strengths, such as content generation and translation, Kate emphasises that it doesn’t replace high-level creative thinking. At eight&four, “talent leads, technology fuels,” ensuring that innovation remains human-driven.
Recent Client Success Stories
Our approach continues to deliver outstanding results for clients. We recently helped DHL eCommerce achieve 1 million TikTok followers, becoming the platform’s largest logistics brand—five weeks ahead of schedule. For Screwfix, we’ve created reactive, culturally relevant content tailored to their time-poor audience, leveraging key moments in TV, sports, and pop culture to drive engagement.
Looking Ahead
As we move forward, we’re focused on guiding our clients through the fast-paced media environment, helping them stay culturally relevant while remaining true to their brand. Balancing long-term brand building with short-term performance will remain a core part of our mission as we continue to innovate and evolve.
At eight&four, we’re proud to combine strategy, creativity, and technology to help our clients succeed in a constantly changing world.
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