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Will Lion
Chief Strategy Officer at BBH, participating in the IPA panel discussion on AI's creative implications and debating how AI influences brand distinctiveness and creativity.
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Oct 14, 2025
• 40min
Beats, bots and influence: new effectiveness research you need to know
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This episode features Dom Charles, Managing Director at Wavemaker UK, who shares groundbreaking insights on influencer effectiveness, highlighting their strong short-term ROI and lasting brand impact through trust and creator fit. Roscoe Williamson from MassiveMusic reveals that engaging music can boost ROMI by up to 32%, emphasizing its role in increasing perceived product value. Finally, Will Lion discusses AI's role in creativity, warning against sameness while advocating for its use as inspiration to enhance brand distinctiveness.
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