AdAge “Human vs. Machine” Behind the Scenes Look at the AI Tools
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Guest Speaker: Scott Sutheran, Cuthbert Steel Strategic Services
In this session, Scott and Brent will share how AI was utilized at the July AdAge Conference in a special “Human vs. Machine” competition to craft the best strategy brief — and how they completely divided the room.
We pitted two teams of two...
Guest Speaker: Scott Sutheran, Cuthbert Steel Strategic Services
In this session, Scott and Brent will share how AI was utilized at the July AdAge Conference in a special “Human vs. Machine” competition to craft the best strategy brief — and how they completely divided the room.
We pitted two teams of two planners against one another to write the best brief in only two hours. However, Scott’s team could only use AI (no editing of their own), while the other team couldn’t touch it. It was then up to the judges on stage and the entire audience to determine the best brief. The audience was split right down the middle, with most people also guessing wrong which one was AI-generated.
Here, we’ll share the AI tools used to craft the AI-powered brief and how it was all orchestrated.
Training Materials
Following the session, those who attend will receive one week of recording access.
Who Should Attend
This session is designed for those client-facing and pitch team members who play a leading (and supporting) role in strategic development for clients and new business pitches.
Instructors
Brent Hodgins
Mirren | Managing Director
Brent Hodgins is the Managing Director at Mirren, a firm that specializes in organic growth and new business training for agencies in digital, PR, advertising, media, experiential and more. Each year, more than 900 agencies now participate in Mirren’s annual conference, training programs and webinars (www.mirren.com). Their team has now trained CEOs and their senior management teams in every major region around the world.
Brent is highly competitive as he rallies his agency clients to build the infrastructure necessary for consistent growth – applying methods that are far more innovative and efficient. He believes that growing an agency is not about throwing more money at it. Rather, it’s how you organize the resources you already have in place. He can also be heard encouraging agency teams to stop submissively bowing down to their clients. “As soon as you put the client up on a pedestal, you lower your position in their mind. It’s a downward spiral from there. If you bring a high level of expertise to the table, then take a stand and command the respect you deserve as a peer.”
His approach to converting organic growth and new business is down to a science – strategic and methodical – but often contrarian. Too many agencies are using the same old dated methods. And, often with no consistency whatsoever. If no one breaks from this sea of sameness, nothing will change.
Brent began his career in account management at Leo Burnett, where he worked on Kellogg’s, Johnson & Johnson and McDonald’s. Later at TBWA\Chiat\Day he launched their digital group in New York, before moving into new business at Wieden + Kennedy.
After 10 years in New York, Mirren moved its offices to Seattle. Brent resides in the Ballard area with his wife and son.
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