Over the past year, Digitas has been quietly scoring big with a new AI tool it calls NX Score—and by “scoring,” we mean winning 80% of its pitches. Built on top of large language models, NX analyzes brand performance across four stages of consumer loyalty—from “living” (barely aware) to “loyalty” (repeat buyers)—and pits those results against key competitors. By pulling data from sources like Reddit, purchase behaviors, and even Publicis Groupe’s internal systems, NX can complete a granular, side-by-side brand health check in five minutes flat—work that would usually take weeks.
Inside the pitch room, it’s become Digitas’ go-to party trick. The agency now leads with a custom NX report tailored for each potential client, offering not just diagnostics but prescriptive strategies. One pitch revealed a CPG brand had strong awareness but was losing sales-ready consumers. Digitas used that insight to pivot the strategy, focusing more on lower-funnel tactics—and won the business. For another retailer struggling with entry-level awareness, NX teed up suggestions like adjusting search keywords or expanding to new platforms like Pinterest.
Now, Digitas is upping the ante by rolling out NX Score to current clients—for free, for now. The long game is clear: turn data into ongoing consulting revenue. As more agencies race to brand themselves as AI-first, proprietary tools like NX Score signal a shift from being just data-literate to actually revenue-smart.
Read more at AdAge.