OLIVER Agency

We expect almost every creative project we do here at Brandtech to involve Gen AI. The reasons why are clear: AI boosts creativity, makes processes faster, and keeps teams competitive. But we know that, while AI is transforming marketing, it’s also raising serious sustainability questions - and there is an environmental cost that brands can’t ignore. The challenge is this: how can marketers harness AI’s potential without undermining sustainability goals? It’s a question that we’ve been grappling with at Brandtech, alongside our clients and colleagues in the industry. We launched our first environmental impact study earlier this year, alongside a carbon calculator geared to marketing use cases. Read more about how we’re addressing the issue and what marketers can do right now, in our latest article in The Drum by Lucy Usher from OLIVER Agency and Céline Craipeau from Jellyfish, both part of The Brandtech Group. Link in comments 👇

"𝗟𝗶𝗸𝗲 𝘁𝗼𝘆𝘀 𝗮𝗳𝘁𝗲𝗿 𝗮 𝘁𝗼𝗱𝗱𝗹𝗲𝗿'𝘀 𝗯𝗶𝗿𝘁𝗵𝗱𝗮𝘆 𝗽𝗮𝗿𝘁𝘆" Most companies have their AI tools scattered with marketing, sales and product teams all using something different. Result? Duplication, inconsistency, wasted resources. Héloïse Boiron from American Express Global Business Travel nailed the solution: "Test and learn AI. The more you use it, the more you share use cases, the more it's going to enable you." Your in-house team's deep business knowledge is what turns AI tools into strategic advantage. Read more to begin streamlining your AI strategy: https://hubs.li/Q03PrlfW0 #InHouseMarketing #AIEnablement #AIMarketing

Drumroll, please 🥁 Our client teams have scored 6 DMA (Data & Marketing Association) UK shortlists across five leading categories, including two for generative AI marketing. Congratulations to everyone working at Pets at Home, Barclays and The Guardian for their role in driving data-powered campaigns, leading to stunning work and customer acquisition.

𝗔𝗜 𝗮𝗴𝗲𝗻𝘁𝘀 𝗮𝗿𝗲 𝗲𝘃𝗲𝗿𝘆𝘄𝗵𝗲𝗿𝗲. 𝗕𝘂𝘁 𝗺𝗼𝘀𝘁 𝘀𝗼𝘂𝗻𝗱 𝗹𝗶𝗸𝗲 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝗲𝗹𝘀𝗲. As Tom Claridge Head of Stratrgy, U-Studio at OLIVER puts it: "If it reads like it could come from any of your competitors, is it helping your brand?" The truth? Generic AI content is creating a "digital landfill." While everyone's rushing to deploy AI agents, the ones that actually connect are those that capture what makes your brand distinctly human. Your brand voice guidelines aren't just nice-to-haves anymore, they're the code your AI runs on. Read how industry leaders are cracking the code on authentic AI brand personalities: https://hubs.li/Q03LTSRt0 #AIMarketing AIBrand #InHouseMarketing

𝗖𝘂𝗿𝗶𝗼𝘀𝗶𝘁𝘆 𝗶𝘀 𝗲𝘃𝗲𝗿𝘆 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿'𝘀 𝘀𝘂𝗽𝗲𝗿𝗽𝗼𝘄𝗲𝗿. 𝗕𝘂𝘁 𝗺𝗼𝘀𝘁 𝗮𝗿𝗲 𝗮𝘀𝗸𝗶𝗻𝗴 𝘁𝗵𝗲 𝘄𝗿𝗼𝗻𝗴 𝗔𝗜 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀. 88% of CMOs report AI efficiency gains. But the teams pulling ahead? They've moved beyond "How can AI make us faster?" to "How can AI make us fundamentally better?" As Pete Markey asks. The AI revolution isn't about doing more things, it's about doing better things. What questions is your curiosity leading you to ask? Get our Marketing AI Framework: https://hubs.li/Q03LV1kQ0 #AIStrategy #InHouseMarketing #AIMarketing

𝗪𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝗮𝗻 𝗔𝗜-𝗿𝗲𝗮𝗱𝘆 𝘁𝗲𝗮𝗺 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗹𝗼𝗼𝗸 𝗹𝗶𝗸𝗲? Héloïse Boiron, Senior Director Global Marketing Communications American Express Business nailed it with three words: • Curiosity • Adaptability • Non-literal thinking But here's the counterintuitive truth: As AI handles more general tasks, specialists become more valuable, not less. As Nick Myers, CSO, OLIVER UK puts it: "Do the people in your team really know their craft? Can they challenge it? Can they interrogate it?" Your in-house talent combines deep brand expertise with organisational knowledge that AI simply can't match. The future belongs to teams that don't just use AI, they lead it. Building your AI-ready team: https://hubs.li/Q03LTPw50 #AITeam #AIMarketing #InHouseMarketing

𝗠𝗮𝗸𝗲 𝗶𝘁 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹, 𝗻𝗼𝘁 𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝘃𝗲 “Hyper-personalisation” means nothing without impact. Nick Myers, CSO at OLIVER, shares how personalisation that respects individuals delivers results. Pets at Home: Hundreds of bespoke love songs for owners and pets that sparked genuine emotion. Barclays: Pencil Pro enabling contextual creative tailored to individual needs, with relevance and respect. This is practical personalisation delivering meaningful, one-to-one conversations. Read Nick’s full perspective here: https://hubs.li/Q03LTTXw0 #AIMarketing #InHouseMarketing #HyperPersonalisation

𝗗𝗼 𝘆𝗼𝘂 𝗸𝗻𝗼𝘄 𝘄𝗵𝗶𝗰𝗵 𝗹𝗮𝗿𝗴𝗲 𝗹𝗮𝗻𝗴𝘂𝗮𝗴𝗲 𝗺𝗼𝗱𝗲𝗹𝘀 𝗮𝗿𝗲 𝗿𝗮𝗻𝗸𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱? Chris Woodward Executive Director OLIVER Agency shares how brands need to be brave with their strategy to stand out. Brave looks like this: • One brand saved $12M in a year, not just from cutting headcount, but smarter production • Bespoke AI platforms like Pencil delivered 235,000 pieces of content 62% faster, 55% cheaper But here's the thing: AI isn't just changing how we create, it's deciding which brands win. Large language models are literally ranking brands based on what they've learned. This isn't a 2026 problem. Companies delaying AI adoption are already losing to competitors who moved first. Time to get radical with your strategy: https://lnkd.in/e3QRPRUv #AIMarketing #InHousing #AIBrand

Dreaming of performing on a pommel horse? Of painting a Michelangelo-esque mural? Or maybe growing allotment-worthy produce from home? 🤸♀️ 🎨 🌱 Then it's time to maximize the weekend with The Guardian and its Saturday magazine 💪 'Saturday Made Me Do It', the new work from our inside team, has dropped - and it's Campaign UK's Ad of the Week👇 Our client Joel Midgley, head of marketing at the British daily newspaper famous for its independent and authentic journalism, said: "Our weekend readers are curious for new experiences and this campaign captures that very essence. Saturday magazine helps people escape the mundane and better navigate the world, a way for many to start the week, not end it." Read more: https://lnkd.in/eASAMhSn See the work here: https://lnkd.in/eJ26F3RZ

THREE-mendous news 🥇 🥈 🥉 September has been a month to remember ✨ We look back at (and continue to celebrate) three massive award accolades for our clients and their inside teams… 1️⃣ Serving up creativity: The Guardian’s inside team has been awarded a finalist spot by Effie UK for its Guardian Feast App. “Make a feast out of anything” is shortlisted for best media and entertainment. 2️⃣ In-house hat-trick: U-Studio for Unilever received three shortlist spots at the coveted Campaign UK In-House Agency Awards: 🏆 In-House Agency of the Year 🎯 Best Social Content Strategy 🤖 Best Use of Emerging Technology 3️⃣ Two good not to mention… Creativepool will feature two campaigns from our global inside teams in this year’s The Annual 📕 Huge thanks to our brilliant clients, in-house teams and partners for showing how inside creative can be strengthened by AI to drive world-class brand building ⚡️⚡️⚡️