OnStrategy Showcase: Tom Roach and Sarah Newman on APG's AI Initiative

Release Date: January 12, 2025

Introduction and Podcast Context

In the January 12, 2025, episode of OnStrategy Showcase, hosted by Fergus O’Carroll, listeners are treated to an insightful discussion with industry experts Tom Roach and Sarah Newman. The episode delves into the innovative AI Initiative spearheaded by the Account Planning Group (APG) in London, exploring its implications for strategists and the broader marketing community.

Guests Introduction

• Tom Roach: Vice President of Strategy at Jellyfish, London.
• Sarah Newman: Director of the Account Planning Group (APG), London.

Tom and Sarah bring a wealth of experience from their respective roles, providing a comprehensive overview of APG's efforts to navigate the evolving landscape shaped by artificial intelligence.

APG's AI Initiative Overview

The core of the episode revolves around APG's new AI Initiative, aimed at assessing the role, benefits, and potential threats of AI within the strategy community. This initiative distinguishes itself by focusing specifically on strategists, rather than the broader creative applications of AI.

Survey Findings

One of the first topics discussed is the recent survey conducted by APG, which sought to understand how planners and strategists are currently utilizing AI tools. Sarah Newman highlights a significant demographic skew in the survey results:

[05:36] Sarah Newman: “We were bringing in people who had some interest in it. It was more male and much older than the industry is generally. For example, 48% of the respondents were over 40. And that doesn't really reflect who is out there at the moment.”

Tom agrees, noting the potential for both sample bias and actual usage patterns:

[15:44] Tom Roach: “We think it's probably both I mean, I think on the kind of older males taking surveys about tech, it sort of seems likely that there's going to be and particularly I guess we were distributing on email and LinkedIn and things, so there's probably some kind of bias setting in the sample.”

The survey reveals not only demographic disparities but also varying levels of engagement with AI tools across different segments of the strategy community.

AI Initiative's Four Modules

APG's AI Initiative is structured around four key modules, each addressing a critical aspect of AI's impact on strategy.

1. Tools and Practices

   The first module, already available, focuses on creating an AI toolkit for strategists. Tom Roach explains its practical utility:

   [19:39] Tom Roach: “We wanted things to be as practical, as actionable as possible. ... it's a living resource that will get better and better as people use it.”

   The toolkit includes a comprehensive spreadsheet of AI tools, their applications in the strategy process, ownership details, accessibility, and user reviews. An innovative feature called the "AI diet" allows strategists to share how they integrate AI tools into their daily workflows.

2. Role of the Strategist

   Scheduled for release in early 2025, this module explores the evolving role of strategists in an AI-driven environment. Sarah Newman emphasizes the importance of adapting skills and advocating for the strategist's place within agency workflows:

   [22:12] Sarah Newman: “We need to think very carefully about how we build the craft skills for junior people now in agencies... and also able to make the best contribution they possibly can.”

   Tom adds a philosophical perspective on potential futures for strategists:

   [07:58] Tom Roach: “...utopian world where... we're the masters of strategy... to a super dystopian view... where we just end up doing some awful grunt work or not even having jobs at all.”

   The goal is to equip strategists to advocate for their roles and integrate AI tools effectively, ensuring they remain indispensable in the creative process.

3. Effectiveness

   This module examines whether AI contributes to more effective marketing and strategy outcomes. Tom discusses the theoretical framework for evaluating AI's impact on ROI:

   [36:40] Tom Roach: “We laid out... how could GenAI improve ROI... how is it going to impact efficiency, time and cost savings, production savings, and overall effectiveness.”

   The module aims to gather and analyze case studies to determine how AI-generated creative work influences sales, brand growth, and overall business performance.

4. Quality Controls (Critical Thinking)

   Focusing on the ethical use of AI and maintaining high-quality outputs, this module underscores the necessity of critical thinking:

   [39:12] Tom Roach: “...it was just a great reminder of the importance of quality in this speed-obsessed world.”

   Sarah highlights practical guidelines developed by APG to ensure responsible AI usage:

   [41:01] Sarah Newman: “...there's an AI quality control checklist... just a whole load of things that you just need to be continuously mindful of when you're using these tools.”

Discussion on the Impact of AI on Strategy

Throughout the episode, Tom and Sarah discuss the dual nature of AI as both a tool for enhancement and a potential disruptor. Fergus O’Carroll draws parallels between AI tools and Adobe Photoshop, suggesting that AI can augment strategists' creativity and efficiency:

[31:22] Fergus O'Carroll: “...how you use this tool can actually make you a more valuable strategist, not just in your ability to prompt, but in your ability to deliver for a client.”

Tom agrees, illustrating the practical benefits of AI with real-world examples:

[30:36] Tom Roach: “...for a campaign... basic ChatGPT question... some of them were really interesting and have become part of the creative campaign.”

They emphasize the importance of not relying solely on AI-generated ideas but using them as building blocks to inspire original thinking and deeper analysis.

Recommendations and Resources

Tom and Sarah encourage listeners to engage with APG's resources:

• Visit the APG website at apg.org.uk
• Access the AI toolkit and related modules
• Join APG as members for broader access to resources and community support

Sarah invites strategists to stay involved and contribute to shaping the industry's future:

[42:52] Sarah Newman: “Please do that. Yes. And if necessary, just get in touch with me personally, Sarah Newman@pg.org.uk and we'll handle any questions or thoughts that people have.”

Conclusion and Final Thoughts

Fergus O’Carroll wraps up the episode by reiterating the global relevance of APG's AI Initiative and encouraging strategists worldwide to leverage the available resources:

[43:05] Fergus O'Carroll: “...the stuff is relevant internationally. So you can use it and you can apply it to your business and to your brands, no matter where you are in the world.”

The conversation concludes with a call to action for strategists to embrace AI as a collaborative tool, advocate for their evolving roles, and engage with the APG community to navigate the future of strategic marketing effectively.

Notable Quotes

• Tom Roach [02:27]:

  “...we range from the kind of utopian world where... all these tools are just beneath us doing our bidding... to a super dystopian view... where we just end up doing some awful grunt work or not even having jobs at all.”

• Sarah Newman [05:36]:

  “...quality of, of the people doing it has to get better and better. So we need to be training each other, we need to talk to each other...”

• Fergus O'Carroll [31:22]:

  “...how you use this tool can actually make you a more valuable strategist, not just in your ability to prompt, but in your ability to deliver for a client.”

Final Thoughts

This episode of OnStrategy Showcase offers a comprehensive exploration of APG's AI Initiative, providing strategists with valuable insights into the integration of AI within their practice. Through thoughtful discussion and practical recommendations, Tom Roach and Sarah Newman articulate a vision for a balanced and ethically informed future where AI enhances rather than diminishes the role of strategists in the marketing landscape.