OLIVER | The Brandtech Group

A working paper from the National Bureau of Economic Research has found that, while 70% of the firms report using AI, 80% are struggling to realise its potential. Angela Tangas talks to The Current about why building capability inside brands is the key to staying one step head with AI: "Many companies are focused on short-term optics like efficiency. But the real opportunity is embedding AI in ways that actually drive growth: business, brand, and, of course, customers." Adoption is already widespread, from personalization to performance tools to creative production. But how will it translate to ROI? Read the full article by Michelle Castillo here: https://lnkd.in/ep-PFSzq

Our Head of Sustainability Lucy Usher takes home Advertising Week’s Future is Female award 🚺 🥇 Lucy has helped dozens of global brands put climate risk firmly on the agenda, drive sustainable business transformation, and understand how to harness AI without harming the planet. 🌍 The judges said she is someone who has “truly transformed the industry.” And we couldn’t be prouder! We thank Lucy for continuing to inspire our industry’s female talent, all while embedding sustainable thinking into our company culture as well as client relationships. 🙌 Read more about the incredible shortlist here: https://lnkd.in/eSiy8jzR

Companies with diverse executive teams perform better. 🙌🙌🏽🙌🏿 Thank you Advertising Week for this important conversation Nick Myers and Ahmed Omer, reinforcing that - if brands want results - representation isn't optional. It's strategic! The challenge today? 👉 The leaky middle: talented people join, but many don’t stay. 👉🏾 Sponsorship, not just mentorship, is missing. 👉🏿 There are many desirable destinations for young people to work - so organizations must both earn AND retain. Four things brands can do now: 📌 Create emotional safety; build environments where people can be themselves without penalty. 📌 Be deliberately curious about other cultures. Small acts of learning and curiosity shift day-to-day belonging. 📌 Build intentionally diverse teams. Not only ethnicity, but age, life stage and macroeconomic background. 📌 Create access-focused programs that cover exposure (to global work and leaders) and inspiration (a lever for better energy and ideas) Bottom line: Diverse life experiences drive richer debate and better problem-solving. When organizations know this, representation becomes performance. 📈

Massive congratulations to our sister company Jellyfish and everyone at The Brandtech Group 🚀

We’ve got something worth shouting about this Friday... Our UK team has picked up not one, but two Agency of the Year awards from Campaign UK. It marks our sixth year being recognized as a Top 3 marketing partner. This is testament to our talent, our winning client relationships, and a demonstration of what happens when brands bring Gen AI inside their operations to meet creativity at scale. Thank you for helping us be named: 🥉 In-House Agency of the Year with @Unilever's U-Studio (Bronze) 🥉 Customer Engagement Agency of the Year (Bronze) The last 12 months have transformed modern marketing. These awards tell a deeper story of finding growth in the AI era… Our client Unilever, via U-Studio, continued to set the standard for in-house excellence: launching culturally sharp, social-first work, embedding Gen AI across the content supply chain, and integrating agentic AI into workflows to move faster, smarter, at scale. We also pushed the boundaries of Gen AI storytelling through our new AI-powered film production capability, delivering real business impact (like our AI-generated campaign for @Pets At Home, which saw pets send love songs to their owners and smash previous engagement targets) - proving that our Inside model is built to perform. Congratulations again, team UK! Read more: 👉 https://lnkd.in/eJMgCMX7

It's International Women's Day ✊ Our UK team has launched The Great Give. Not a one-off celebration, but a mentorship campaign for sustained impact. As part of the program, women can receive new professional headshots, an exclusive session with Visha Kudhail, micro-mentoring with over 20 of our global female leaders, and plenty of ways to play it forward through a plethora of women's charities. Contributing to this year's #IWD conversation are Alice Robson and Melanie O'Hagan, speaking to Alex Reeves about how we help women make more ground. Read it on LBBonline - Little Black Book: https://bit.ly/4sybX0G Here's to the mighty females across our teams, clients and Group network. ♀️ #internationalwomensday2026

𝟯𝟵% 𝗼𝗳 𝗕𝟮𝗕 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗶𝘀 𝗔𝗜-𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗲𝗱. 𝗢𝗻𝗹𝘆 𝟵% 𝗼𝗳 𝗯𝘂𝘆𝗲𝗿𝘀 𝘁𝗿𝘂𝘀𝘁 𝗶𝘁. That's the paradox we explored at our Transformation & Trust event last week. Delving into why AI helps us execute faster but trust is what makes decisions move. The takeaway? Make AI invisible in your output. Preserve human connection where stakes are high. And be intentional about designing trust, don't just assume it. Huge thank you to our speakers Nick Myers, Melanie Warner, Joel Harrison, Héloïse Boiron, and Enzo Diliberto. Also thank you to everyone who attended. The questions from the room were sharp, honest and proof that when you bring the right people together, everyone learns. #InHouseMarketing #AIMarketing #MarketingEvent

“Until organisations move beyond ‘tool adoption’ to true workflow transformation, efficiency gains will stay concentrated at the top - and the workforce will feel like AI is something happening to them, not for them.” Our Group CEO Angela Tangas talks to FutureWeek about a recent The Wall Street Journal article and AI trend. Are CEOs really getting more from AI? Read about it here: https://lnkd.in/eBdujhfq

Huge welcome to our new regional CEOs at The Brandtech Group 👋 👋 Jeffrey Matisoff, Lisa De Bonis and Julie Hardy will lead the Group’s New York, UK and France operations respectively, helping to accelerate AI transformation for clients. David Jones said: “While we already have a disproportionate share of the world’s top talent, we are seeing unprecedented demand from our clients for Gen AI at scale. Lisa, Jeff and Julie will obsessively focus on delivering that.” Read all about the trio here 👉 ADWEEK: https://lnkd.in/ehK9PAUX Campaign UK: https://lnkd.in/eSWKdeWY LBBonline - Little Black Book: https://lnkd.in/eVgB5ZY8

Ecstatic to share, OLIVER and our incredible clients have been shortlisted in THREE Agency of the Year categories by Campaign UK. 🏆 Customer Engagement Agency of the Year 🏆 Digital Transformation Agency of the Year 🏆 In-House Agency of the Year with Unilever This recognition belongs to our brilliant teams and our excellent clients who trust us to push boundaries, challenge convention, and deliver work that truly transforms. At the heart of it is a game-changing, Gen AI Inside Model - combining AI and human intelligence to give brands total ownership of their IP; enabling them to scale safely, and without limits. 🚀🤖 Roll on 19th March for the winners' announcement! 🙌✨ Read more: https://lnkd.in/eg84DK_c #Shortlisted #DigitalTransformation #CustomerEngagement #InHouseAgency #AI