Emma Armstrong, CEO of BBDO New York and Global Transformation Officer at BBDO Worldwide, joins John Horsley live from Cannes Lions to discuss AI, creativity, brand building and the future of agencies.
Emma explains why the role of a modern agency goes far beyond making advertising. The best agencies act as business partners, helping clients understand shifts in culture, technology and consumer behaviour, then turning those changes into ideas that build brands and drive growth.
As Emma puts it, agencies are “translators of the world into brands.”
They discuss why brand building is becoming more important as media fragments and customer journeys become increasingly complex, and why the rapid adoption of artificial intelligence could make human creativity and judgement more valuable, not less.
Emma also explores the risk that “AI drives us to the mean”. While AI can accelerate research, analysis and repetitive tasks, she argues that distinctive brands still depend on people who can think differently, make connections and apply judgement.
The conversation also covers:
• Creativity as a measurable driver of business growth
• The changing relationship between agencies, CMOs, CEOs and CFOs
• Why agencies need to understand the whole business, not just the marketing brief
• How AI is changing advertising, marketing and creative work
• Why distinctive brand assets and consistency matter more in fragmented customer journeys
• Building high-performing agency cultures and leadership teams
• Why saying no to the wrong pitch can sometimes be the right commercial decision
• The future of the advertising agency model
• The skills the next generation needs to succeed in marketing and advertising
A wide-ranging Cannes Lions conversation about BBDO, artificial intelligence, creativity, brand strategy and why great agencies still have an essential role in helping businesses stand out and grow.
