OLIVER | The Brandtech Group

IA não é pretexto para abandonar o legado. É ferramenta para acelerar sem perder a essência das marcas. Em entrevista concedida a Pacete na EXAME, nossa CEO global e CSO do The Brandtech Group, Angela Tangas, discutiu como a transformação digital está aproximando marketing, tecnologia e finanças e mudando a produção de conteúdo com GenAI a partir de decisões humanas. "A integração da inteligência artificial generativa exige um equilíbrio fino onde a tecnologia deve servir como alavanca para o julgamento humano, e não como sua substituta. Ao unificar a maturidade de negócios com plataformas de previsão de performance, o mercado caminha para um patamar onde a criatividade deixa de ser um esforço isolado para se tornar um unificador horizontal do sucesso comercial”, afirma. Entenda como a Oliver tem combinado automação com qualidade criativa e como o modelo vem se desenvolvendo para novas formas de se fazer marketing. Leia a entrevista completa: https://lnkd.in/dzehH9VQ

"What fascinates me most is how AI helps me think. I'm asking it more left-field questions rather than giving it instructions. What am I missing? What's another angle? That's where AI has become most valuable to me." Creativebrief asked women across the industry how they're using AI to supercharge creativity. Our Group Executive Creative Director Eloise Smith featured sharing her take. Using AI for speed is one thing. Broader, more lateral, more provocative thinking? That's where real value sits. 𝗛𝗼𝘄 𝗮𝗿𝗲 𝘆𝗼𝘂 𝘂𝘀𝗶𝗻𝗴 𝗔𝗜 𝘁𝗼 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 𝘆𝗼𝘂𝗿 𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗮𝗻𝗱 𝘀𝘁𝗮𝘆 𝗼𝗻𝗲 𝘀𝘁𝗲𝗽 𝗮𝗵𝗲𝗮𝗱? Read the full piece: https://hubs.li/Q04vkFjJ0 #AIInside #InHouseMarketing #WomenInAI #CreativeTechnology

𝗛𝗼𝘄 𝗶𝘀 𝗔𝗜 𝗿𝗲𝘀𝗵𝗮𝗽𝗶𝗻𝗴 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗲𝗰𝗼𝗻𝗼𝗺𝗶𝗰𝘀 𝗶𝗻 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴? Our Managing Director APAC & India, Aakanksha Patel, moderated a discussion at IAMAI Marketing Conclave 2026 to discuss exactly that. As Aakanksha put it: "As good as AI gets, it is the human that is driving the AI that really gives you that goal. When you define the prompt and really give it the direction that you are thinking, it actually gives you that marketing goal." Because AI's greatest strength? Amplifying human creativity. Marketers are seeing a shift. Campaigns that once took weeks now take hours. Costs slashed by 3-4x. Multilingual content scaled without compromise. AI doesn't decide what to create. It accelerates how you create it. The strategic thinking, cultural judgment, compliance oversight and brand trust? Still human territory. The companies staying one step ahead aren't just using AI. They're building systems where teams direct it, govern it, and compound its value. 𝗛𝗼𝘄 𝗮𝗿𝗲 𝘆𝗼𝘂 𝘁𝗿𝗮𝗶𝗻𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗼𝗿𝗴𝗮𝗻𝗶𝘀𝗮𝘁𝗶𝗼𝗻 𝘁𝗼 𝘁��𝗿𝗻 𝗯𝗲𝘁𝘁𝗲𝗿 𝗽𝗿𝗼𝗺𝗽𝘁𝘀 𝗶𝗻𝘁𝗼 𝗯𝗲𝘁𝘁𝗲𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀? Read more about the discussion here: https://hubs.li/Q04v98J70 https://hubs.li/Q04v9d4y0 #AIInside #InHouseMarketing #CreativeEconomics #MarketingLeadership

𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝗴𝗲𝘁 𝗯𝗲𝘁𝘁𝗲𝗿 𝗔𝗜 𝗼𝘂𝘁𝗽𝘂𝘁𝘀? It's not the model. It's not the tool. It's briefing. Nick Myers, our Chief Strategy Officer UK, just broke this down with FutureWeek. It's a simple reframe that makes everything click. 𝗣𝗿𝗼𝗺𝗽𝘁𝗶𝗻𝗴 𝗶𝘀 𝗯𝗿𝗶𝗲𝗳𝗶𝗻𝗴. If you get better at briefing, you unlock better prompting. Because the tools are only as good as the people using them. And that's where training, practice, and building real capability inside your team makes all the difference. Read Nick's full point of view: https://hubs.li/Q04s6n8z0 #AIInside #InHouseMarketing #PromptEngineering

𝗗𝗼𝗻’𝘁 𝗺𝗶𝘀𝘁𝗮𝗸𝗲 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆 𝗳𝗼𝗿 𝗴𝗿𝗼𝘄𝘁𝗵 Here's an insight our Global CEO, Angela Tangas, shared with Campaign UK: 𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝗔𝗜 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗶𝘀𝗻’𝘁 𝘀𝗮𝘃𝗶𝗻𝗴 𝘁𝗶𝗺𝗲, 𝗶𝘁’𝘀 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗱𝗼 𝘄𝗶𝘁𝗵 𝗶𝘁. Reinvest in growth that compounds. Product innovation. Market presence. Revenue performance. That's when efficiency becomes advantage. When you don't just keep up, you pull ahead. Watch Angela's full interview with Campaign UK: https://hubs.li/Q04r07sT0 #AIInside #InHouseMarketing #BrandGrowth #AIStrategy

𝗔𝗜'𝘀 𝗿𝗲𝘄𝗿𝗶𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝘂𝗹𝗲𝘀 𝗳𝗼𝗿 𝗯𝗿𝗮𝗻𝗱 How do you commit to brand in an AI-native world? Our Chief Solutions Officer, Corey O'Brien, sat down with NetApp's Gabie Boko, ServiceNow's Jim Lesser and Japan Airlines Mina Kent for an open and honest discussion exactly that. No hype. Just the vision, the operating model shifts, and the nerve to go first. Watch the full panel: https://hubs.li/Q04qnk4S0 #AIInside #InHouseMarketing #BrandMarketing

𝗪𝗼𝗻𝗱𝗲𝗿𝗶𝗻𝗴 𝗵𝗼𝘄 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝗮𝗻 𝗔𝗜-𝗿𝗲𝗮𝗱𝘆 𝗰𝘂𝗹𝘁𝘂𝗿𝗲? This week, OLIVER | The Brandtech Group carved out time across the business to do exactly that. AI Culture Week brought together teams across The Brandtech Group, from every brand, office and role. That's everyone experimenting with AI. Not just talking about AI, but testing it, questioning it, and pushing their thinking. 𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝘁𝗵𝗲 𝘄𝗲𝗲𝗸 𝘀𝗵𝗮𝗽𝗲𝗱 𝘂𝗽: • Opening keynote with Will Hanschell on building AI-ready capability • Fireside chat with David Jones on transformation beyond tools • Role-specific workshops tailored to what different teams actually do • Global watch parties with teams tuning in live across time zones • Film clubs, comedy roasts, and moments to connect and build community AI Culture Week wasn’t about rolling out new tools. It was about creating the confidence to collaborate with them. The space to build capability together. The support to do it responsibly. How will you be building an AI-ready culture? #AICulture #InHouseMarketing #AIInside 

𝗧𝗲𝗰𝗵, 𝘁𝗮𝗹𝗲𝗻𝘁, 𝘁𝗿𝘂𝘀𝘁 𝗮𝗻𝗱 𝗳𝗶𝗻𝗱𝗶𝗻𝗴 𝗿𝗲𝗮𝗹 𝘃𝗮𝗹𝘂𝗲 𝗶𝗻 𝗔𝗜 Angela Tangas, Global CEO at OLIVER and CSO at The Brandtech Group, sat down with Campaign UK and shared her perspective on unlocking real growth when you get AI right. CMOs are feeling real pressure to move fast on AI. Your marketing organisation is fundamentally changing. That transformation needs to happen from the inside. Angela talks openly about the importance of the partnerships you choose, the way you embed change and the culture you build. The real opportunity isn't in speed, it's growth that compounds. Watch the full conversation: https://hubs.li/Q04p80330 #AIInside #CannesLions #CMO

Nick Myers. Chief Strategy Officer. Campaign 40 over 40. BIMA top digital marketer. Founder of the DMA's Black Marketers Council. 𝗡𝗼𝘄, 𝗶𝗻𝗮𝘂𝗴𝘂𝗿𝗮𝗹 𝗗𝗠𝗔 𝗙𝗲𝗹𝗹𝗼𝘄. Nick believes that to work in marketing is a privilege. But working in marketing shouldn't require privilege. That conviction has shaped his career. From founding the Black Marketers Council in 2020, to serving as a Trustee of the Marketing Skills Trust, his work has always been about leaving the industry better than he found it. The DMA said it perfectly: "He's not only shaped and grown our industry through his brilliant strategic thinking, but consistently challenges us to do better." That's what a fellowship looks like. Congratulations Nick, and to every inaugural DMA Fellow alongside him. #DMA #AIInside #MarketingLeadership

𝗛𝗼𝘄 𝗮𝗿𝗲 𝘆𝗼𝘂 𝗵𝗲𝗹𝗽𝗶𝗻𝗴 𝘀𝗵𝗮𝗽𝗲 𝘁𝗵𝗲 𝘁𝗮𝗹𝗲𝗻𝘁 𝗼𝗳 𝘁𝗼𝗺𝗼𝗿𝗿𝗼𝘄? Young Lion Madeleine Grogan got the answer on the ground at Cannes, capturing perspectives from senior marketers on what's defining the leaders and brands that win. See what stuck with Madeleine as her Cannes insights unfold over the next few days. A huge thanks to everyone who spoke with Madeleine and participated in the videos below. It's your knowledge shaping the next generation of marketing leaders. #FutureTalent #AIInside #InHouseMarketing