Antonis Kocheilas is the Global CEO of Ogilvy Advertising, serving on the executive leadership team of Ogilvy WW with the sole responsibility to harness Ogilvy's capabilities in branding, advertising, and content creation for the growth of brands and businesses under Ogilvy’s stewardship. Throughout his career, Antonis has worked to foster cultures on both the client and agency side where creativity flourishes and is directed at driving demonstrably better business results. Let’s see what he has to say about the future regarding strategy, creativity, and growth, having AI on our side.
🕵🏻♂️ AI between enthusiasm & cautiousness
AI is like wisdom in a box. This box, when opened, can be one of two distinctly different things. One option is being Pandora’s box and that opening it will be the collective crossing of a line—disrupting, and, according to some people, destroying what makes us human. The other possibility is that AI is a horn of plenty: a cornucopia of possibility that allows us to be exponentially more productive and creative than ever - the ultimate supplement to human potential, reorienting our expectations and opening new possibilities for how humans spend their valuable and finite time on earth.
Thus, we are equally excited and cautious about AI. As the legal and ethical aspects of AI are still unsettled, Ogilvy will always err on the side of caution; we will respect the rights of artists and the confidentiality of client information. But it is our responsibility to learn as much as we can about AI, the potential it holds so that we understand how it can effectively be used to benefit our clients, as well as society as a whole.
🪞 AI and the future of advertising
Given that generative AI can produce art, copy, and code, the advertising industry must engage with these engines, and Ogilvy has been on the leading edge of that. We have explored a range of generative and analytical AI tools to serve our clients better, and we are positive that the incorporation of it into advertising and content creation will not herald the death of the agency or the sunset of human creativity.
Instead, AI will lead to a creative and strategic renaissance. AI will spur better ideas and deeper insight by speeding up creative iteration and mechanizing aspects of execution and production, freeing creative and strategic minds to focus on big ideas and solutions to client problems.
📈 AI & Marketing: a successful collaboration
The potential of AI is captivating; the hype surrounding it is undeniable. AI will fundamentally change advertising and marketing, industry verticals, and society at large. We need to think about AI and its potential in a different way. It’s not about whether AI can accelerate how we already do things. It can and will do that, but this doesn’t represent a fundamental change. What we need to do is look at AI to reimagine why we’re doing things.
AI is fundamental to Ogilvy’s business in the future, there’s no doubt about that - AI is poised to revolutionize creativity, becoming as essential a tool as digital image & video processing. It will raise the premium on originality & innovation while giving rise to new creative subskills like prompt engineering and model training. AI will transform strategy & account management; will make it easier to get to breakthrough, well-researched strategies.
Analytical AI is already embedded in performance marketing and the marketing tech stack, and as it advances and couples with generative AI, agencies and clients will be able to personalize and scale with better precision, speed, and efficiency. Realizing the gains of AI will require better collaboration inside of agencies and between agencies and clients.
🏼🏼 Borderless teams are the new luxury
We are fortunate to have a very active network at Ogilvy that supports our approach to creativity – teams work in a borderless way, not only across geographical borders but also across departments and disciplines. This means we combine a broad perspective with deep expertise, operating, creating, and innovating at the intersection of talent and capabilities. Our experts in Advertising, Public Relations, Consulting, Health, and Experience work fluidly across 131 offices in 93 countries. We nurture and hire remarkable minds able to collaborate and combine culture with commerce, technology with art, intelligence with imagination. This is our superpower.
🧭 The marketing professional of the future
We are living in a time of constant change, and it demands us to think differently. Marketing professionals of the future are going to need to be prepared to reappraise strategy as “point of departure” versus “the destination” that it has been typically treated. They will need to abandon today’s “approval-driven” mindset and fully adopt a “result-led” one. Accepting that the only certainty about the future is a higher degree of ambiguity that can be balanced only by creativity. They must be ready to embrace what’s next, not only what is best to be able to innovate and generate a sustainable competitive advantage.
✍🏻 AI will fundamentally change advertising and marketing, industry verticals, and society at large. We need to think about AI and its potential in a different way. It’s not about whether AI can accelerate how we already do things. It can and will do that, but this doesn’t represent a fundamental change. What we need to do is look at AI to reimagine why we’re doing things.
✍🏻 Thus, the great promise that AI holds for the future is not about efficiency or how we do things better. Nor is it about the effectiveness or what the right things to do are. Instead, the AI future is centered on epiphany - the ability to reveal and realize ideas that will win a greater share of the future.
If you want to meet Antonis Kocheilas make sure to attend this year's GoTech World event on November 8-9.
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