Over the past five years, FIG has been at the forefront of data-powered creativity, leveraging our own creative data system and set that lives within StoryData™ to help brands and CMOs make better creative decisions. This forward-thinking approach has placed us well ahead of the curve in how generative AI will transform the work we do, and we fully intend to keep investing and innovating. But as the CEO of a thoroughly modern agency, I’m just as excited about AI’s potential to radically impact how we work, opening the door for increased human creativity, productivity and freedom. Can AI drive Advertising Happiness?
Advertising Happiness is a term that Mark Figilulo, Founder & 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 represent.
Other 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 year.
As FIG has grown, I’ve worried whether we’d 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, AI-driven process automation and low/no code solutions are revolutionizing agency workflow, and we've only just scratched the surface.
Here are a few ways FIG is experimenting with AI to enhance all aspects of our agency's operations:
Many 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, "It's not going to marginalize what we do -- it's going to get rid of the messy mediocre middle."
By 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. I’m emphatically pro people! Let’s put tools and technologies to work for us, not the other way around.
Can AI drive Advertising Happiness? I suspect so.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
Click the social buttons to share this story with colleagues and friends.
The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.