Observed Signal · Dec 31, 2024 · Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
From SEO to AI Visibility: Luis Fernandez's Blueprint for Content Discovery
In a Q&A with CMSWire, Luis Fernandez, Executive Director of Technology at VML, discusses the shift from traditional SEO to AI Visibility Optimization (AIVO). He emphasizes that as search evolves into conversational and recommendation engines, marketers must focus on content relevance, intent, and context rather than keyword matches. Fernandez advises building a robust digital content supply chain, investing in Customer Data Platforms (CDPs) for personalization, and adopting an experimentation mindset to adapt to multiple AI bots. The article highlights opportunities for early adoption and challenges in measuring AI-driven content effectiveness, urging brands to expand their content footprint into reviews, forums, and expert analysis to gain trust from AI systems.
Provides strategic insights on adapting marketing strategies to AI-driven search and content discovery, relevant to MarTech but not a specific industry event.
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Key Takeaways & Evidence Grounding
- Luis Fernandez is Executive Director of Technology at VML.
- Article published on Dec 31, 2024, as part of CMSWire's Contributor of the Year series.
- Traditional SEO tactics may decline in effectiveness due to AI-generated answers.
- AIVO prioritizes relevance, intent, and context over keyword optimization.
- Brands should expand content footprint beyond owned properties into reviews and forums.
Connected Companies & Entities
1 Entity mapped“Luis Fernandez, executive director of technology at VML, is a leader in AI-driven marketing....”
Ontology Mapping & Concepts
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Adweek's Agents of Change: Leaders Reshaping Industry
This Adweek feature profiles the 2026 Agents of Change, a group of leaders in marketing, media, advertising, and tech recognized for combining commercial success with a commitment to a more responsible and forward-thinking industry. The honorees include executives from agencies, media companies, and brands, such as Rachel Apirian of The Female Quotient, Jared Belsky of Acadia Agency, Paris Hilton of 11:11 Media, and Ben Skinazi of Equativ. They are praised for initiatives in diversity, equity, inclusion, accessibility, ethical AI, sustainability, and transparency. The article highlights specific achievements, such as Acadia returning rebates to clients, Equativ scaling GreenPMPs, and various mentorship programs. The feature is presented in partnership with Empower, a platform by Propeller Group and WACL.
Jon Cook Steps Down as CEO of WPP Creative and VML
Jon Cook, global CEO of VML and WPP Creative, will step down after more than 30 years with WPP, effective March 2027. Eric Campbell, currently CEO of VML and WPP Creative in North America, will succeed Cook as global CEO of VML, while retaining his North American role at WPP Creative. Cook will remain in his positions until the transition to ensure a seamless handover. The announcement, made on October 2, 2026, follows the recent exit of Troy Ruhanen from Omnicom Advertising, marking significant leadership changes in major holding companies. WPP has not yet named a successor for Cook's role as CEO of WPP Creative, which he has led since its launch in February 2026. Cook also led the creation of VML in 2024 through the merger of VMLY&R and Wunderman Thompson. These changes come amid broader restructuring at WPP, with the industry closely watching the impact on creative landscape and client relationships.
Cakes Body Launches In-House Media Studio Cakes Media
Beauty brand Cakes Body, known for its founder-led TikTok virality, has launched its own entertainment company, Cakes Media, to bring brand marketing in-house and operationalize virality. The company grossed $100 million in sales since launching in 2022. Cakes Media aims to create social-first content and owned media for digital and streaming platforms, with a focus on long-form documentary-style episodes repurposed for short-form content. The studio is funded from the brand's top-of-funnel marketing budget. The move reflects a broader trend of brands building in-house studios to earn attention through entertainment rather than traditional advertising.
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