THE TIMES/NEWS UK & IRELAND London, UNITED KINGDOM
PR
THE TIMES/NEWS UK & IRELAND London, UNITED KINGDOM
PR 2
ROTHCO | ACCENTURE INTERACTIVE Dublin, IRELAND
Production
CEREPROC Edinburgh, UNITED KINGDOM
Production 2
SCREEN SCENE Dublin, IRELAND
Production 3
ROTHCO | ACCENTURE INTERACTIVE Dublin, IRELAND
Credits
Name
Company
Position
Alan Kelly
Rothco | Accenture Interactive
Executive Creative Director
Stephen Rogers
Rothco | Accenture Interactive
Creative Director
Alan Byrnes
Rothco | Accenture Interactive
Executive Producer
Jenna Plant
Rothco | Accenture Interactive
Project Manager
Alan Kelly
Rothco | Accenture Interactive
Executive Creative Director
Stephen Rogers
Rothco | Accenture Interactive
Creative Director
Patrick Hickey
Rothco | Accenture Interactive
CEO
Paul Hughes
Rothco | Accenture Interactive
Creative Strategy & MD
Sally Oldfield
Rothco | Accenture Interactive
Operations
Jill Byrne
Rothco | Accenture Interactive
Director of Marketing
Shane O Riordan
Rothco | Accenture Interactive
Head of Design
Lauren McNinney
Rothco | Accenture Interactive
Voiceover Artist
Paul Power
Rothco | Accenture Interactive
Visual Editor
Richard Oakley
The Times/ News UK & Ireland
Editor
Chris Pidcock
CereProc
Chief Technology Officer
Why is this work relevant for Creative Data?
Data aggregation, is an art & science. Data usually sharpens the story in our case it made it possible to tell it.
In 1963 nobody got to hear President Kennedy’s hugely important Trade Mart Speech.
In 2018, data enhanced creative technology brought his Unsilenced speech
to the attention of over 1 billion people.
Background
Situation : The Times was seen as a paper with a narrow mindset. This wasn’t actually true.
The Times prides itself on having many differing opinions and voices on any particular story.
Brief : Help launch the Times ‘Find your voice campaign’ to its readers and potential readers around the world.
Objectives : Reposition The Times as a paper that represents many differing voices.
Describe the idea/data solution
Data insights : This was an example of using data, in this case 831 pieces of audio data, to bring our ‘Find your voice’ campaign to life.
Innovation : Use the data from 831 old Presidential speeches to create a new one.
Originality: This was a world first for data enhanced creative storytelling.
Describe the data driven strategy
Data gathering : We spend months researching and collecting every single piece of Kennedy audio available. In the end we used 831 speeches in the process.
Data interpretation: Combinations of sounds are selected and smoothed together by months of painstaking sound engineering -
Targeting: We then gave all our readers the chance to hear the full speech.
Describe the creative use of data, or how the data enhanced the creative output
Data journey: The Dallas Trade Mart Speech is a world first, an Ai audio speech made completely out of data from hundreds of old speeches of varying quality and audio.
Implementation: This breakthrough technique involves smart splicing small phonetic fragments of speech - typically around 250,000 individual segments, down to 3 milliseconds in duration.
Data integration: Combinations of sounds are selected and smoothed together by months of painstaking sound engineering -
Application: The application allowed us to finally hear the Trade Mart Speech delivered in JFK’s own voice.
List the data driven results
Data enhanced consumer experience: Readers could finally hear The Trade Mart speech 55 years after President Kennedy’s death.
Data driven behaviour change: Thousands of new subscriptions enquires (17k)
Business impact :- Over 1 billion media impressions & every one of our rivals covered the story.