Lee also discussed the role of artificial intelligence (AI) in McCann's operations, noting its use in research and creative production. He sees potential for AI to be used more widely in pre-testing work to break through production bottlenecks. Lee also highlighted the growth potential in the area of commerce, particularly with the advent of advanced ecommerce platforms. Despite the focus on technology and performance, Lee maintains that creative success is deeply rooted in brand purpose, which he believes is not a fad but the "embedded behaviour of all brands in the 21st Century."
Key takeaways:
- Daryl Lee, the CEO of McCann Worldgroup, believes that creative agencies need to value their creativity more and should charge clients for great product ideas that drive their businesses.
- Lee suggests that creative agencies can take back more business around predictive measurement of brand performance, which has been dominated by media agencies due to their lead on data and analytics.
- Artificial Intelligence (AI) is being used by McCann for research and creative production, and Lee sees potential for its wider application in pre-testing work to break through production bottlenecks.
- Lee emphasizes the importance of brand purpose in creative success, stating that purpose is the embedded behaviour of all brands in the 21st Century and the deeper the purpose, the better.