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Mike Fletcher 

Starcom automates media booking with ABACUS launch

Starcom automates media booking with ABACUS launch

Starcom has launched an automated media booking bot, which when tested by the Publicis-owned agency was found to improve speed and accuracy by up to 50%. 

Built in-house, ABACUS (Automated Bot for Amendments to Campaigns and Uploads) uses Robotic Process Automation (RPA) to book and edit digital and print media campaigns.

The platform processes and verifies campaign details overnight to ensure schedule media plans are correct and efficient. 

The bot’s process includes verifying media plan data, uploading to campaign booking platforms, trafficking to ad-servers and communicating campaign information to media owners. 

Starcom CEO, Nadine Young believes that the hours saved each year will allow the agency’s buying teams more time to focus on higher value work, such as developing creative executions with partners. 

She said: “Automation is a key part of our new intelligence-driven strategy, designed to leverage the best of human capability and pioneering technologies, such as this. ABACUS allows us to liberate our teams from the more repetitive administrative tasks and unleash further opportunity to focus on more strategic and creative growth opportunities for our clients. This is the future and a brilliant example of automation being used to enhance rather than dampen creativity.”

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