In The News Translations – 12/19/17

FCB Mexico Chief Executive Officer Eric Descombes discusses artificial intelligence with Produ.


FCB Mexico innovates with artificial intelligence

The CEO of FCB Mexico, Eric Descombes, shared the innovation strategies they have applied during 2017 for the internal growth of their clients.

“Innovation in advertising comes above all because of the way we are creating ideas; in our case, that revolves around technology and new resources. We have focused a lot on artificial intelligence,” Descombes said. “We started creating our own algorithms and creating them with the Amazon Cloud tools. Many of our ideas are also born of crowdsourcing, I think the industry has been very afraid of this tool, but to innovate it is important not to be afraid.”

In 2017 they had great success stories for their brands. One of the most relevant was with Bissú, with whom they have done personalized network marketing. With Nivea they have produced different versions and formats in a programmatic way of a basic piece, aiming at dynamic creativity.

“Digital investment in Mexico has increased a hundredfold, here more than a trillion dollars are already invested in digital, which is not a negligible amount. It is still television, the leader, because of the massive reach it offers. But all the brands are seeing that if they are not in digital they are not part of the conversation, the growth has been spectacular, our new media unit with self-generated creativity already produces the same as the traditional area,” he added.

By 2018 they aim to be more creative. “We had the start of Humberto Polar, but it does not change course. Soon we will announce the arrival of the new creative director, who is very, very high level and has more creative prizes than all of Mexico. He will come from New York to be our new Messi of ideas and we continue to hire great talent.”