What is it?
Like other industries, marketing is at the early stage of a tech-driven disruption, as AI develops and takes over more and more functions. Agencies are asking themselves how to respond. The debate is polarising around two options: to carry on as normal, or to transform into a technology business. We believe there is a third way: to form a partnership with AI which enables us to move up the value chain. In order to do that, agencies need to be able to define, cultivate and enhance their uniquely human capabilities, both as collections of talented individuals and as human collectives. We believe that is the path to growth. This seminar is about how to be human – and win.
Who is it for?
This is not so much a briefing as an action-oriented seminar for agency leaders. It will be conducted with pairs of leaders from eight different agencies, to make a seminar group of 16. For maximum benefit we would recommend each pair is made up of a ‘doer’ (e.g. a GAD, Senior Project Manager, Operations Director or Business Director) and a ‘thinker’ (e.g. a Planning Director or Senior Creative).
What will attendees get from it?
Each pair of delegates will walk away with:
o A map and timeline of how AI is impacting our industry and your agency
o A way to calibrate where you currently stand as a business on this, and toolkit of available options
o New ideas on how to use and enhance the core human strengths of your people
o A chance to stress test your ideas and plans with industry peers
o An action plan for how you can respond to the AI challenge - and win.
The course will be delivered by Jon Leach and Ian Leslie in partnership with the IPA. Ian is an author and journalist who writes for the Economist and the Financial Times on psychology, technology, and business. He is also a former agency planning director and now independent brand consultant. Jon is a planner, trainer and facilitator with 34 years in the industry. While both think they have something to offer on the topic, the day should feel like a meeting of expert peers in which all learn from all.
This one day course counts towards 1 MIPA star on completion of a final assessment.