How AI Will Transform Today’s Advertising Agency

Advertising Happiness is a term that Mark Figilulo Founder ampamp Creative Chairman of FIG coined a decade ago when the agency first opened What if we could make a place where incredibly talented people could be freed from the bureaucracy paperwork politics and management to do what they love best create unforgettable stories To do the work rather than manage the work To provide genuine advice and expertise to clients and not be part of the noise that this industry can sometimes representOther agencies in the industry have overlooked the importance of Advertising Happiness and the repercussions are becoming increasingly evident According to a We Are Rosie survey 63 of marketers and agency employees are planning job or career changes this yearAs FIG has grown Iamp8217ve worried whether weamp8217d have to grow up in the process and lose that sense of focus and freedom Now with the rapid advancements in various types and applications of AI I am as energized about the future as ever before From recruiting to payroll management invoice generation routing SOW creation and MSA negotiation AIdriven process automation and lowno code solutions are revolutionizing agency workflow and we39ve only just scratched the surfaceHere are a few ways FIG is experimenting with AI to enhance all aspects of our agency39s operationsTransparency and efficiency FIG has embraced transparency producing a monthly management pack for our leadership team that looks at metrics like employee engagement time to hire and progress against client plans and budgets Technology is helping us streamline the creation of these reports dramatically by knitting together various reporting and tracking platforms into a dashboard that can be accessed rather than published The end result More transparency and a lower lift to produce itCategory reporting Staying abreast of whatamp8217s happening in a client category used to require a lot of time from our account executives Now our StoryDataamp8482 tool automates the process of gathering and organizing category communications competitive reports freeing up time for our account and strategy teams to add insight and meaning to the report amp8211 not spend their time finding and organizing imagesRecruiting Integration between our employee management system and Linkedin Recruiter has significantly reduced the effort required to find highly qualified candidates This allows our recruiting team to focus on screening matching and engaging in quality conversations while also considering cultural fitFaster client support Our client finance team is piloting a new tool that automatically populates Statements of Work enabling us to quickly address urgent client needsMany people fear that AI will replace jobs but history shows that technology tends to automate tasks rather than entire occupations In most cases AI will create better tools not completely replace jobs As David Droga said quotIt39s not going to marginalize what we do it39s going to get rid of the messy mediocre middlequotBy making the working process seamless easy and frictionless we can reduce burnout and provide more time for our talented individuals to think reflect debate and refine their ideas resulting in exceptional work I see the opportunity AI presents as fuel for a creativity revolution right when our industry needs to harness human intelligence like never before Iamp8217m emphatically pro people Letamp8217s put tools and technologies to work for us not the other way aroundCan AI drive Advertising Happiness I suspect soPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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How AI Will Transform Today’s Advertising Agency

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Judith Carr-Rodriguez

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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Judith Carr-Rodriguez

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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