Waypointers
Waypointers is the go-to podcast for agency leaders. In this series, produced by Waypoint Partners, we bring together the brightest minds in the industry and our own in-house growth advisory specialists to share illuminating conversations to grow your agency.
Bringing you insights, analysis and knowledge from the leading lights of the UK agency landscape, Waypointers is a must-listen for aspirational agency leaders.
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Waypoint Partners is an expert global growth and M&A advisory firm providing support to businesses in the marketing services and technology sectors.
Waypointers
36. Coca-Cola’s AI Xmas – a sign of advertising creative to come?
Most of the year, the advertising industry barely registers in the world at large. But that changes as we head into the festive season. Indeed, the first Christmas TV ads increasingly mark the start of this season and conversations about ad creative enter the mainstream. Pretty much everyone has a view on the year’s John Lewis ad as it makes headlines across both traditional and social media.
With this in mind, there’s no better time to focus in on advertising creative – the state of play and where it’s headed.
In this episode of Waypointers, partner Matt Lacey is joined by Stephen Barnes, co-founder of Collective. Stephen is brilliantly placed to talk about the future of advertising creative because he and his team are pushing the boundaries, using technology to radically change the way ads are made. Pioneering the use of digital twins, he’s not only allowing global brands to do much more with less – some may decide never to run a photoshoot ever again - but he’s also allowing them to do “creativity at the speed of thought” trying out new ideas in real time in ways that would be impossible on a traditional set.