00:00Sous-titrage Société Radio-Canada
00:08Aujourd'hui, c'est le Mediator spécial à Cannes.
00:10Pour toute la semaine, nous avons le meilleur des markets.
00:15Et aujourd'hui, un de la meilleure est Nick Emery de Jellyfish.
00:18Hi, Nick.
00:19Vous êtes ravi quand vous dites ça.
00:22Donc, votre Jellyfish est part de Brandtech.
00:25Vous avez passé un an à l'aise de l'aise de l'aise de l'aise de l'aise
00:29de l'aise.
00:29Qu'est-ce que vous avez changé aujourd'hui et pour les clients?
00:35C'était deux ans, nous avons 12 ans réunis de l'aise de l'aise de l'aise de l
00:41'aise de l'aise de l'aise de l'aise de l'aise.
00:43Mais c'est important que ce n'est pas notre premier go à ce point.
00:47Si vous regardez les fondations de Brandtech en 2015,
00:50c'était une machine learning, c'était une discipline disruptant le whole-cône modèle,
00:54ça a été créé ou un nouveau way de bringing también de l'aise de l'aise de l'aise
00:57de l'aise de l'aise de l'aise.
00:57Donc, ce n'est pas une chose que nous avons juste d'INGS
01:00que nous avons été réunis d'un nouveau nouveau compétence de l'aise de l'aise de l'aise de
01:06l'aise de l'aise.
01:08et résultats et invention
01:11est ce qu'on allait faire
01:12mais c'est plus facile
01:13si vous avez un nouveau company
01:14que vous pouvez coalesce
01:14technologie à l'arrière.
01:16Donc deux ans,
01:18certains de ces jeunes
01:19des gens à Jellyfish,
01:20un gars qui s'appelle Jack Smythe,
01:21a créé un modèle
01:22avant d'avoir créé un modèle
01:23avant d'avoir inventé
01:24ce qu'il y a l'agentic.
01:26Et nous avons commencé
01:27à parler de l'agents
01:30et d'agents.
01:31Agents sont les plus important
01:32audiences que vous n'allez jamais rencontre,
01:35mais ils sont plus influents
01:36à la façon dont les gens
01:37et les gens qui se voient
01:40et les gens qui se voient
01:41et les gens qui se voient
01:42à parler de la personne.
01:44Donc nous avons été
01:44en train de faire deux ans
01:45mais nous avons aussi
01:46des agents de CRO,
01:47des agents de CIO,
01:48des agents de social agents,
01:49des agents de QC,
01:50mais beaucoup de choses
01:51ont été créées sur Pencil.
01:53Donc Brandtech
01:54acquired Jellyfish
01:56à la même temps
01:56à Pencil,
01:57qui était un nouveau
01:58parce que nous avons
02:00un projet de développement
02:01global et de plateform
02:02de relations,
02:03de media,
02:04de MarTech,
02:04de l'intelligence
02:05avec la fantastique
02:06technologie plateforme, et built around AI.
02:09So really, it's been accelerating since then and trying to solve that balance for clients
02:15between both human invention, agentic invention, results, both big brand ideas, and mercilessly
02:23efficient workflows.
02:26So today we're talking a lot about in-house agencies.
02:30His traditional agencies are done today, or how do you merge from that?
02:37I think traditional agencies are done, but some of those services are not done.
02:45Because although I think AI cannot be overhyped in terms of it is a real sea change to our
02:53business.
02:54I mean, it always used to be that my favorite quote was that line from the leopard, which
02:58is that everything has to change so everything can stay the same.
03:00And it was always felt like every new invention was just a rearrangement of what we already
03:05had.
03:06But I think this is such a substantial change that I think it has.
03:09But there is still always in business that balance between the old world and the new world.
03:15And clients work at different paces of change.
03:18There are certain clients that completely embrace technology and really want to drive the change
03:23in their organization and have the metrics to measure that.
03:27And there are those that are thoroughly confused about it.
03:31So I think traditionally, definitely dying is not dead because of that.
03:35Because there's always a level of conservativeness or reluctance to change in clients that means
03:41that world will still hang on for a little while.
03:46But what clients do want is progressive clients, which is those are the ones that we are talking
03:51to, are prepared to remodel completely.
03:55And that's why you're seeing a whole new range of services.
03:58I mean, we didn't have, you know, forward deployed engineers, did we, 12 months ago?
04:01And now there's a whole breed of people that we have suddenly invented that are enabling
04:05and transforming AI.
04:07And that, I think, is what's interesting about CAN this year is that, yes, there's still
04:13a talk about AI.
04:14But it seems to me a lot of the conversation is about how AI, you know, what is the workflow?
04:18What is the process?
04:19What's the talent mix?
04:20How do I actually make it happen?
04:23And that's both in-house and not.
04:26So we offer three main models.
04:28There's a tech-only model.
04:29So if you want to do SaaS, if you just want to buy our technology, we will facilitate our
04:34technology to transform your organization.
04:36And that might come with an enablement team.
04:38It might not.
04:40Or there's in-house.
04:41And that depends on the range of services.
04:44And mostly that's creative content, production, strategy, measurement, less hands-on keyboard,
04:50right, because the balance of in-house is always efficiencies, close to clients, speed of
04:56decision-making.
04:57But you also want to make sure that you've got the best ideas, the best talent that come
05:01from working with a company that's always working with many other clients.
05:04Yes.
05:04And then enterprise clients who want to transform, but inevitably transform at a slower pace.
05:09You know, the top 20 clients want to transform, but they find it hard.
05:14You know, possible exceptions, or big exceptions, were clients like L'Oreal, you know, who really
05:19are diving into that from the very top of the company in terms of transforming the organization
05:25around AI.
05:27So you come from Mindshare, was on one of the biggest Orko network.
05:32What that's, how that experience can change how Jellyfish is going on the market?
05:39I think it's a blend of the two, in that if, when I ran Jellyfish, when I ran Mindshare,
05:45I was criticized for not having all the things that Jellyfish has.
05:49So, you know, deep martech engineering expertise, brilliant platform relationships, great invention,
05:55the integration of created data and technology.
05:57It's still a global company, still fantastic relationships with all those platforms.
06:03And we have that now, but what we don't want to do is replicate that, right?
06:08So it's always a balance of having people who can listen to clients and can drive change
06:13with clients and bring our best thinking to clients with still deep vertical product expertise.
06:21So it's an evolution of the company and it's not, because Jellyfish was the most fantastic
06:27company before we bought it.
06:28It's really about adding scale.
06:30It's about seeing around the corner in terms of what's happening next.
06:33It's staying, you know, a couple of steps ahead of your competitors, which is much easier
06:38to do when you're a private company and you don't have any legacy and you can move so much
06:42quicker.
06:43I mean, if you look at share a model, Jack came up with the idea of share a model.
06:48We all thought that's genius.
06:50He put it into our French engineering team and it was done in a month, right?
06:57Now, imagine that at a Holker, you just can't do that because it's not that people aren't
07:03smart.
07:03They are, of course they're smart, but the invention is not fostered.
07:08It's not nurtured.
07:09It's not praised.
07:10And to get the invention, you have to then take it to somebody who then takes it to four
07:15other people, who then takes it to a Holker because you're a CEO who reports to a CEO,
07:19who reports to a CEO.
07:20And they don't want to create technology for one company.
07:24They want to create technology for all companies.
07:26Yeah.
07:26Which means by the time you've created the technology, you're six months too late.
07:32And we have chosen to compete in the most competitive environment in the world.
07:39So if you want to be the number one Gen AI company, which is what we want to be, everyone's
07:45in that space, right?
07:46Everyone's inventing every second of every day.
07:48And we used to say at Mindshow that you have to destroy the company every six months and
07:53start again because things always evolve.
07:55Now we have to destroy the company every minute and start again and continually evolve,
07:58continually coalesce, you become a much more kind of organic organism, right?
08:03Rather than a company because you're changing and adapting.
08:07And because AI is so competitive, you just have to make sure that you've got that constant
08:11food of invention.
08:12And then how do you plug that invention into activation and delivery?
08:16And that's always the challenge.
08:17But I think what we have now, we have all those constituent parts.
08:20Whereas I think in my previous life, we had the scale and we had the officers and we
08:26had the ability to do everything you wanted to do from China to Indonesia, to Peru, but
08:31not so much the invention.
08:32Yeah.
08:33So you're talking about Can and AI.
08:36There are a lot of AI announcements in Can this year, last year.
08:41Like it's everywhere.
08:43How do you separate real announcements from demo, just demos?
08:48Well, you're asked to see the demo.
08:50I mean, I think that's the point.
08:52But that's why it's the best and the worst of Can, right?
08:56Because Can is brilliant in terms of everyone wants to be creative.
09:00Everyone's trying to drive change.
09:01Everyone's trying to look at the greatest technology and produce brilliant work.
09:04Now that work can be big brand ideas or workflows or new technology.
09:09That is the very best of Can.
09:10And if you can dive into that and find something new that is of advantage to your clients, then
09:15that's brilliant.
09:17The worst of Can is the self-promotion, the platitudes, the words, the blah, blah, blah,
09:22that comes out of people's mouths and the emptiness of it.
09:25And just the emptiness of self-promotion.
09:27I think you just have to filter those two.
09:29And I think you know, don't you?
09:30You know.
09:31You interview loads of people, right?
09:32So, and you see lots of credentials.
09:35And you know, don't you?
09:36In the first second, you kind of know this is bullshit, right?
09:39And I think it's just be able to discern between those two.
09:43Yeah.
09:44So, how is the market losing time today?
09:48Is the market losing time?
09:49Yeah, losing time on those announcements.
09:52I don't think the market's...
09:53Sorry.
09:54Should we...
09:55So, every client or agency wants to do AI.
10:00Do we have to do AI?
10:04Yes.
10:05I think you kind of do, right?
10:07But it's how you do it is the most important thing.
10:10Because AI is the most transformative thing in our world right now, right?
10:13It can cure all our ailments.
10:15It can create the most fantastic things.
10:17If it's pointed at the right things, right?
10:19If it's pointed at empty vessels, then probably we shouldn't be doing that.
10:22But I think, yes.
10:24But it's the twin side of it, right?
10:25There is the efficiency and there's the workflow and there's the mechanics of it.
10:30And there's the creating new jobs like forward deployed engineers and all that kind of thing.
10:34And then it's the product that comes out of that and how you measure that product.
10:37So, yeah, of course we do.
10:38But like everything else in life, it is a balance.
10:40And it's a balance of human invention and AI ingenuity that brings the two together.
10:45But I don't think there's any way you can ignore that.
10:47I mean, if we're honest, our business has an existential threat.
10:51I know we put that, we use that word too often.
10:54But in theory, there is nothing that an agency or a whole code does now that a client cannot do
11:00themselves through all the AI tools that they have.
11:04What we offer is insight, invention, creativity, and edge.
11:08You know, a way of using it, a way of deploying it, a way of bringing the best of the
11:11past with the best of the future.
11:13And that's an exciting job to have.
11:15But it's a highly pressurized job to make sure you're on instantly.
11:18But yes, of course, I don't think there's any way you're going to.
11:20You cannot stop that tide, right?
11:22We are in it.
11:23Yeah.
11:23But I think it's maybe going to change with all the token industry you've got in AI and the way
11:31we can use it and afford it.
11:34That's the main question.
11:36Maybe the question for next year.
11:37Thank you, Nick, for coming here and have a delightful can.
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