How Ogilvy views AI

| BBDO gives M&M's spokescandies "Screentime" Created for gjagjeet610.worldwin@blogger.com | Web Version   September 25, 2026 CONNECT WITH 4As  CONNECT WITH 4As    News for the advertising, media, and marcom industries SIGN UP ⋅   SHARE ADVERTISEMENT Top Story BBDO gives M&M's spokescandies some "Screentime"   "Telenovela" spot for M&Ms, from BBDO Chicago and Omnicom. (M&M's/YouTube) BBDO gives M&M's spokescandies some "Screentime" BBDO Chicago's "Screentime" campaign for M&M's is a series of 15-second ads directed by Prettybird's Rami Hachache that parody familiar film and TV tropes, with each spot ending on the brand's "It's more fun together" tagline. The spots, airing across broadcast, programmatic, social and full-episode player video channels, were produced by Omnicom and continue the brand's focus of leaning into pop culture. Full Story: Marketing Dive (9/24), Campaign US (9/24) One Platform for Payroll, HR & AI QuickBooks Workforce brings payroll, HR and financial data together, with expert support and Intuit AI — trusted by 1M+ US businesses and 18M employees paid. See how it works ADVERTISEMENT   Creative Mekanism, Advertising Week NY "Give AI a Break"   (Advertising Week/LinkedIn) Mekanism, Advertising Week NY "Give AI a Break" The "Give AI a Break" campaign from Advertising Week New York and Mekanism features "overworked" AI chatbots taking time off and encourages attendees to interact with each other. The campaign includes ChatGPTO, a chatbot that declines requests while "out of the server," and posters with QR codes linking to the chatbot. Full Story: Ad Age (9/24) Isle of Any takes home two Black Pencils at D&AD Awards   "Your Way Out" spot for Coinbase from Isle of Any. (Coinbase/YouTube) Isle of Any takes home two Black Pencils at D&AD Awards Coinbase's "Your Way Out," crafted by Isle of Any, claimed two Black Pencils for visual effects and production design at the 2026 D&AD Awards. Skincare brand The Ordinary with Uncommon Creative Studio won for art direction for "The Periodic Fable," and insurer AXA with Publicis Conseil took home the Black Pencil for impact for "Three Words." Uncommon Creative Studio London was named Advertising Agency of the Year, Isle of Any won Independent Agency of the Year, and Ogilvy was awarded Agency Network of the Year. Full Story: Adweek (9/24), CreativeReview (London) (9/24) ICYMI: Most-Clicked From Previous Issue Arts & Letters says "Thank You" for Tito's Campaign US (9/23), Ad Age (9/23) Featured Content Sponsored Content from Netline 15 AI Mistakes CEOs Make and How to Avoid Them: A Guide to Human-Centered Technology Implementation Create Your Dream Work All Things Innovation Releases AI-Driven Innovation & Insights Solutions Showcase Management Series: What do All Great Managers Have in Common Stay Interviews: Why And How To Use Them Successfully 4As News Jay Chiat Awards 2026: The shortlist is out | Winners to be announced Oct. 5 See which agencies and case studies made the cut this year. Meet our Visionary Strategist and Emerging Strategist nominees. Join us with your team to celebrate strategic excellence! View the shortlist and get your table. Guidance: Re-Evaluating Internship Programs in Media, Advertising and Tech Internships deliver the highest ROI as a recruiting strategy. This 4As guidance paper will show you how to move from risk exposure to competitive advantage. Implement structured, paid programs targeting a +50% intern-to-hire conversion to lower costs, build a future-proof workforce and meet equity goals. Download the report now. LEARN MORE ABOUT 4As: Homepage | Training Programs | All Upcoming Events Agency Insider Ogilvy views AI as creative tool, not a replacement Ogilvy is integrating AI as a tool to enhance creativity rather than replace human effort, says Global Chief Innovation Officer Carol Reed, emphasizing that AI should augment human work, particularly in areas requiring intuition and judgment. Reed highlights that while AI excels at generating variations and speeding up processes, human creativity is essential for producing impactful and resonant work. "You cannot replace the human piece," Reed says. "You have to keep AI in a box. It's a tool. It's a tool for us to leverage, and we have to figure out the best ways to use it." Full Story: Emarketer (9/24) X&O's sprint-based model drives rapid growth Brett Banker and Eric Segal, co-founders of X&O, discuss how the agency's sprint-based approach saw revenue nearly double to $8 million in 2025 with projections to reach $12 million this year, and has attracted major clients such as Coca-Cola and Verizon. The agency's growth is driven by a model that emphasizes expert-led teams, quick project turnaround and a clear division between vision and execution. "We are always going to move at pace in sprints, and we're going to stand on the shoulders of what we believe is the best talent network out there," Banker says. Full Story: Ad Age (9/24) Agency News Gut, Mediaplus appointed by Dave & Buster's Dave & Buster's has chosen Gut as its creative agency and Mediaplus as its media agency, effective Oct. 1, following a review guided by Joanne Davis Consulting. The agencies will collaborate with the in-house team on creative, media, social and influencer marketing to drive traffic, growth and brand-building. Full Story: Campaign US (9/24) Ex-WPP CEO Read launches AI event for marketers Former WPP CEO Mark Read is organizing an AI conference called Prompt, aimed at connecting agencies and chief marketing officers with AI startups to explore practical applications of AI in marketing. The inaugural event in New York during Advertising Week is expected to host 150 invite-only attendees, focusing "on the intersection of creativity, AI, technology and marketing," Read says. Full Story: Ad Age (9/25) Crispin names Ben James as chief creative officer Adweek (9/24) Broadhead enhances creative team with six hires MediaPost Communications (free registration) (9/24) Brands tap creator-led agencies for social, branded content Ad Age (9/24) Media & Technology Trends Google's Gemini 4 AI model expected this year The Verge (9/24) Meta debuts camera-free AI glasses addressing privacy concerns TechCrunch (tiered subscription model) (9/23) LinkedIn: Early, broad targeting boosts B2B ad success Social Media Today (9/24) Got this from a friend? Subscribe now and stay in the loop! Sign Up Who Said It? Don't let anyone or anything dim your sparkle. Bob Mackie or Annie Dillard Check your answer here. Follow SmartBrief Contact Us: Feedback | Advertise Sign Up | Update Profile | Advertise with SmartBrief Unsubscribe | Privacy Policy Copyright © 2026 SmartBrief. All Rights Reserved. A division of Future US LLC. Full 7th Floor, 130 West 42nd Street, New York, NY, 10036.