Shelby Max’s Internship

CaratCorporate Brands Media Planning

Carat is a part of a global network of agencies called Dentsu Aegis

• Dentsu Aegis consists of: Dentsu, Dentsu Media, iProspect, Isobar, Posterscope, Vizeum, Mcgarrybowen

• The network of agencies works together and with other agencies to produce complete ad campaigns

What Does Carat Do?

• Carat is a Media Planning and Buying Agency– Media Planning and Buying requires studying

consumer behavior and consumer media patterns and planning campaigns that will most effectively reach the intended target market

– It is important to be knowledgeable of all media vehicles and providers in order to make the most effective plan possible

Carat Detroit

Pictures of the view from Carat and inside office

• Carat Detroit opened in 2013 when Carat won GM’s Business• The Detroit office is located at 500 Woodward Ave and has 400+ employee’s• Carat Detroit does all of GM’s media planning and buying

The Client

• Carat Detroit does all of General Motor’s media planning and buying

• GM is the largest American automotive manufacturer

• GM is continuously on the list of top 10 spenders annually

Source: Adweek

Intern Project

• Throughout the summer the Carat interns were tasked with creating a presentation that explored current and future technologies, and brainstorming ways in which this technology could be leveraged within the automotive industry and by GM

• My portion of the project focused on Artificial intelligence. The other interns looked at 3D printing, Virtual Reality, and Wireless Power Transmission

• On the last week of the internship we presented our project to directors and vice presidents within the company.

The “Emotional” CarShelby Max 7

ARTIFICIAL INTELLIGENCETHE “EMOTIONAL” CAR

7Shelby Max Corporate Brands Media Planning

AI ALLOWS COMPUTERS TO LEARN AND RESPON TO HUMAN BEHAVIOR

• Through the combination of Emotion Sensors, Facial & Voice Recognition, and Artificial Neural Networks, Artificial Intelligence (AI) has begun to enter the marketplace

• Pepper • Designed to be a companion for the

elderly, that can communicate based on personal preferences

• Jibo• Developed to act as a personal assistant,

Jibo helps make everyday tasks easier and adapts to fit into consumers lives

8Source: Aldebaran.com, Jibo.com

Available in 2015 in Japan by Softbank

Available in spring 2016 by JIBO

AI WITHIN VEHICLES IS NO LONGER JUST CINEMA FICTION

• Current technology in development for AI are surrounding health monitoring including: • Tracking heart rate• Monitoring vital signs• Trending breathing patterns

• All of these innovations would provide vehicles the ability to respond quickly and potentially prevent health emergencies

9Source: Medical Applications of Artificial Intelligence, Cadi.com

CONSUMERS BENEFIT FROM PERSONALIZED IN-VEHICLE COMMUNICATION BASED ON HABITS

• The recognition of emotion will provide many benefits to consumers• Emotion sensors can sense stress,

panic, or anger• Therefore, soothing and calming

effects can be triggered in order to help relax the individual

• AI in cars will be able to talk to passengers, make reminders, play their favorite songs, and tell jokes based on interests and feelings

10Sources: Wired.com, Slate.com

UTILIZING AI TO ELEVATE SAFETY FOR GM

• Current OnStar technology responds to crashes• By integrating AI technology, OnStar can expand

on this technology by responding to health related emergencies by tracking heart rate and vital signs

• OnStar can also make recommendations based on health conditions

• AI in vehicle technology can sync with consumers home and phone, to allow more in-depth insight when an individual is not in their car

• AI can recognize faces, and alert authority's if a known criminal is attempting to break into vehicle

11Source: OnStar

Evaluation of Internship

The interns and I on our last day after presenting our intern project

• My experience at Carat was exceptional. I worked on numerous plans, met clients, and had great networking opportunities

• The internship allowed to gain real life exposure and an appreciation for the world of media

• I am now more excited then ever to enter the advertising industry upon graduation

Intern Evaluation

Evaluation of Supervisor

Thank You Letter