How is AI helping inform and inspire the people behind the world's leading brands?
May 27, 2024
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Global Chief Growth Officer and SVP MD from R/GA discuss building brands as operating systems, AI in marketing, and navigating digital brand building. They explore R/GA's evolution, a partnership with BBC Studios, and Rio's tech landscape.
Building brands as operating systems enhances brand consistency across digital touchpoints.
Augmenting creativity with AI tools in marketing empowers innovation and efficiency without replacing human input.
Deep dives
Evolution of RGA from special effects to creative innovation
RGA, originally a special effects company for Hollywood, has evolved into a creative innovation company focusing on designing businesses and brands for a more human future. They emphasize the importance of continually evolving and harnessing technology to create better human experiences and enhance brand value. Through partnerships like the one with BBC Studios, RGA demonstrates a commitment to leveraging technology to deliver impactful campaigns in a digitally driven world.
Brands as Operating Systems for Effective Brand Building
RGA proposes the concept of building brands as operating systems to address the challenges of managing brands across diverse touchpoints in the digital age. Drawing parallels to computer operating systems, RGA highlights the importance of establishing a brand 'base code' that dictates how a brand looks, moves, and interacts across various platforms. By innovating in the delivery of brands through generative tools and embracing constant iteration, brands can adapt, scale, and maintain consistency in a rapidly changing marketplace.
Harnessing AI and Technology in Marketing and Branding
RGA emphasizes the augmentation of creativity through technology, particularly AI, in marketing and brand building. They highlight how AI tools can enhance the creative process, streamline design iterations, and improve efficiency without replacing human creativity. By encouraging a learning mindset, providing training on AI tools, and focusing on talent development, businesses can leverage technology to enhance brand management, drive growth, and create more equitable and innovative work environments.
Today’s show is a trip to Rio de Janeiro and the first of five talks (one every day) that revisit the themes of Web Summit Rio. This first talk is about technology, AI and the future of ‘brand’ creation and marketing. David sat down with R/GA’s Alex Sehnaoui (Global Chief Growth Officer) and Melissa Jackson Parsey (SVP Global MD, Brand Design and Consulting), who were in Rio to talk about the idea of building your brand as an operating system.
Tech Talks is powered by Nash Squared, the leading global provider of technology and talent solutions. Find out more about our solutions at www.nashsquared.com
The music on Tech Talks is created by London artist Lemzi: www.lemzi.com
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