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[00:01] Agency 100 PlayBook podcast strategy and creative art inherently intertwined right creative needs inspiration to create.

[00:10] And our job as planners is to find them that inspiration find them that thing or that insight. Thats really going to unlock.

[00:18] Smart work for a product.

[00:19] How are we going to create?

[00:21] Speak about what the ask is and then only then well will be able to kind of idea and hopefully come up with some good ideas.

[00:32] That penalty results in a cult health first down.

[00:37] Hello and welcome Im Marc Iskowitz the editor at large for MM+M, and Im pleased to be joined by two VIPs from CultHealth. Yeah, you got a executive creative director Jason Kirshenblatt and we have SVP Strategic Planner Seema Keswani.

[00:50] How are you doing? Im doing great pleasure to welcome you both.

[00:53] Were here to discuss how creative intelligence has helped propel the agency forward the subtext here is everybodys talking about artificial intelligence.

[01:01] But why not try creative intelligence?

[01:04] Lets just kind of take a step back for a moment before we get into the questions.

[01:08] And October 2022 CultHealth which is a full service agency.

[01:12] Was bought by indigene, but youre still maintaining your independence and your proud member.

[01:16] Of the agency 100 weve got a member of the creative team the head of the creative department and the head of the planning department and Jason and see me here. So we can have a very well-rounded discussion on creative intelligence.

[01:30] Lets just jump right in.

[01:31] First of all Id love to get a definition. How do you both define creative intelligence?

[01:36] Its a great question well.

[01:37] As we were kicking around this idea. What is creative intelligence?

[01:42] You know Ill just give you the high Brow definition right we came up with this.

[01:46] Its this this fusion of human creativity with technological and data-driven enhancement.

[01:53] Sounds sounds pretty cool. Huh, what is that mean? You know well, I think really what it is is the culmination of

[02:01] Like you said we were a full service at agency. You know we we like to think were all creative and you know that we did some pretty decent creative.

[02:09] Work over the years.

[02:11] and when we were acquired by in the Gene

[02:15] they come with this.

[02:17] this breath

[02:18] and wealth of data, and I think thats kind of what was really exciting about the merger.

[02:24] And we were able to use this data. You know this this what were calling creative intelligence you know and we app.

[02:32] all departments

[02:34] and along different points of content creation and now we have the opportunity to do it from the beginning all right.

[02:40] So that a lot there, what is that really mean?

[02:42] At the end of the day we all we all use data and how we we start any content creation that we you know ideation.

[02:49] especially in the

[02:50] an hour

[02:50] form of sector right we need the data.

[02:53] And information to inform how were even going to start the brief or seam a comes in.

[02:58] and I think

[02:59] this notion of

[03:01] being acquired by a company that is in the former sector with 30 years of knowledge and data and sort of just this evergreen AI they use AI to kind of inform their data and its growing and how we can now we have that from the beginning as opposed to you know at the end. It will probably get more into depth but

[03:21] kind of you know see me you want to elaborate like what that means in terms of.

[03:25] starting the process because it kind of starts with you on the

[03:28] yeah strategy side. I think I think like as we think about it.

[03:32] Jason gave you the the kind of formal definition and I think from a logistical perspective right it is our marriage with indigen as a company asking a creative agency then being an intelligence company.

[03:42] but

[03:43] I think for me as a planner and in the strategy department really its weve traditionally had really good creative and

[03:49] you know were kind of using that kind of qualitative data that we typically use.

[03:53] And then youve had.

[03:55] you know

[03:56] data models and ais and things like that but

[03:58] It really is The Marriage of those two things right so I am now able to with this kind of new creative intelligence model. Im able to actually.

[04:06] look at insight that scale and look at

[04:09] consumers and customers at scale and a way that I was never able to do before.

[04:13] So I think that.

[04:14] That to me.

[04:16] Is the beauty of it and that?

[04:18] Creativity needs to be intelligent and Intelligence needs to be creative.

[04:21] and thats really what we

[04:24] kind of been able to start to achieve here with call and industry and coming together.

[04:28] and its just its just not

[04:30] A model weve had in the past and I think its exciting and it allows us to.

[04:34] be more precise be more targeted and and

[04:37] you know from the point of planning & strategy like be more true to what the customers want and what they need.

[04:43] So, I think that that if someone asked me was creative intelligence. I would say that its

[04:48] its probably the thing that as a planner Ive been waiting for but I didnt have the infrastructure around me to make it happen. Yeah, we like to say the

[04:55] Smart creative just got more intelligence yeah, right we were doing smart.

[05:01] Creative right I mean look.

[05:03] at the end of the day, we throw the

[05:04] I like to always say we throw these these words like.

[05:06] Concepts around

[05:08] to too often like Ill be honest with you.

[05:10] Einstein those guys had concepts

[05:13] I have ideas you know occasionally theyre good you know.

[05:19] One in 10

[05:20] Im wanting to what fine thats cool.

[05:22] but no that

[05:23] so thats kind of where we

[05:25] kind of play in this space of in creative intelligence and obviously with with AI being such at the forefront of its.

[05:32] Its kind of infancy in a way in a weird way, even though its been around for a while, but its its this right right. Its its its

[05:38] burgeoning like

[05:39] huge

[05:41] Its all we talk about and so many different sectors of work and whatever in our lives.

[05:46] that

[05:47] lets talk about what we can how we can carve our unique path in the agency world and thats where we came up with.

[05:55] Zi and creative and help

[05:57] no, I love it. Yeah. I think you know its how do we make the most of?

[06:01] Like semi were saying you know.

[06:02] We have this infrastructure now.

[06:04] And I remember you know.

[06:06] They probably wouldnt appreciate this being called a commercialization consultancy but Im not sure like how us to describe.

[06:12] You know in the Gene I remember several years ago. They really kind of

[06:15] you know were one of the first to come forward with that you know were data first. Were all about data and I was like well. Can you be more specific? You know but like now it all kind of makes sense now. You know that would now that were in the age of AI and it was really a smart positioning.

[06:27] And you know adding on cults to their platform as a really very complimentary.

[06:31] Obviously move for them to make.

[06:34] And and it sounds like youre all kind of living that you know integrating the two together. Thats part of the strength lies that youre stronger.

[06:41] Than the individual parts because as you see me so youre making.

[06:45] the creative intelligence and the Intelligence becoming more creative

[06:49] and so you know as you and Jason work together.

[06:53] Can you just described for a second how planning you know works hand in hand with creative? I mean Im sure our audience is familiar with that but just for my own edification.

[07:01] Yeah, sure. Yeah, no for sure so you know from.

[07:04] I think strategy and creative are inherently intertwined alright creative.

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The A100 Playbook Podcast | CultHealth: Need more than just artificial intelligence? Try Creative Intelligence. - MM+M Online