WPP Open
What is the free app that all WPP employees have immediate access to in WPP Open called?
Creative Studio
Performance Content helps brands find their audience because "Everybody's searching for ______."
"Something"
This city in the US Midwest is often considered the historical "birthplace" or original headquarters city for the agency that became VML.
Kansas City
This type of AI model is specifically designed to understand and generate human-like text, making it highly useful for drafting articles, social media posts, or ad copy.
Large Language Model (LLM)?
What is Heather's husband's name?
Luke
In Creative Studio, there are 4 categories of pre-defined tools that assist us in our jobs. Name 2.
Operations, Strategy, Idea generation, Content creation
Our AI-integrated approach to content ideation, drafting, and creating is what we call _________.
Content stewardship
Beyond traditional advertising, VML is known for its deep expertise in these three core capabilities?
BX, CX, and Commerce
This emerging discipline involves carefully crafting inputs, including specific instructions, context, and examples, to guide an AI model to produce the desired high-quality and relevant output.
Prompt engineering
What did Heather start her career in?
Journalism
Name 3 "Studios" available to clients in WPP Open. (Creative Studio cannot be an option.)
Creative Studio, Media Studio, Production Studio, Commerce Studio, Brand Studio, Experience Studio, PR Studio, Data
_____________ is crucial for businesses because it aligns content creation with the entire customer lifecycle, maximizing lead generation, conversion rates, and long-term customer value.
Full-funnel content (i.e. The content funnel or the customer journey)
Before the 2024 merger that formed VML, this specific individual served as the Global CEO of Wunderman Thompson.
Mel Edwards
AI can analyze user behavior data to dynamically adapt content, recommendations, or website experiences in real-time, a process known as content ______.
Personalization
How long has Heather worked at VML?
11 years
What are the 3 types of agents that you can create in Open?
Experts, Personas, Tasks
This capability is an analysis of underlying intents, needs, and questions shoppers ask search engines.
Category Need States Analysis
VML often emphasizes its commitment to driving "impact" for clients. This is the specific term VML uses to describe its unique approach to integrating creativity, technology, and data to deliver measurable business results for clients.
"Connected Creativity" (or "Connected Brands" / "Connected Experiences")
When an AI model generates plausible-sounding but factually incorrect or nonsensical information, often presented with confidence, this phenomenon is commonly referred to as AI ______.
Hallucination (or confabulation)
Where did Heather recently travel to on a photography trip, and what was she hoping to photograph?
Yellowstone, Grand Teton, and Rocky Mountain National Park
Bears, Bison, and Bighorns
WPP just recently announced a partnership with TikTok in the integration of this TikTok-owned AI tool into WPP Open.
Symphony AI
What is the motto of Commerce Discoverability? (Must get pretty close.)
We create search-optimized digital shelf content & experiences that connect brands to customers whenever, wherever they shop.
The "VML" in the original agency name stood for the last names of its three founders. Name at least two of these three individuals.
John Valentine, Scott McCormick, and Bob Levy
As AI-generated content becomes more prevalent, a growing concern for content creators and brands is the potential for AI models to inadvertently reproduce copyrighted material or perpetuate biases present in their training data. This issue falls under the broader ethical and legal challenge of ______.
Intellectual property (IP) infringement (or copyright infringement)
What was Heather's very first position at VML?
Channel Supervisor, SEO