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About the talk

CreaTech: Marketing reimagined: Liberating creativity through tech

The collision of tech and creativity has transformed the way in which WPP is partnering with its clients. Harnessing the power of AI and other innovative technologies has allowed WPP to transform every step of the creative process. In this conversation, Stephan Pretorius will be joined by clients and technology partners to discuss how they are re-imagining connecting brands with their customers — while maximising speed, optimising impact and minimising their carbon footprint.

Featuring:

Mattias Wilken Wikenmalm - Wikenmalm - Volvo

Perry Nightingale - SVP, Creative AI - WPP

Ruth Bacci - Cloud Solutions Architect - Microsoft

Stephan Pretorius - Chief Technology Officer - WPP (Moderator)

#CogX2021 #JoinTheConversation

About speakers

Mattias Wilken Wikenmalm
Wikenmalm at Volvo
Perry Nightingale
SVP, Creative AI at WPP
Ruth Bacci
Senior Cloud Solution Architect - Azure at Microsoft
Stephan Pretorius
Chief Technology Officer at WPP

Perry Nightingale is the SVP for Creative AI, working in the office of the CTO managing groundbreaking research and furthering WPP’s market-leading combination of creativity and advanced data science. Perry is a passionate software engineer, currently specialising in artificial intelligence and computational creativity, but is also a leading figure in the traditional communication industry – sitting on innovation juries for Cannes and D&AD, identified by Creativity magazine in the US as one of the pioneers in the new industry genre of Creative Technologists and listed in AdAges’s annual 50 most influential people in media. He works with WPP creative agencies around the world on groundbreaking new campaigns and advises major clients on digital disruption and brand-led innovation, winning many awards for his work, as well as lecturing regularly on topics such as ethics & AI for the University of Oxford. More broadly he works with their Said Business School on new curriculum for teaching innovation, AI and creativity to businesses and MBA students.

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Hello everybody, welcome back. So there's a few that has been with us this morning and for those of you who have just joined a very warm, welcome to you, we've had a very interesting morning. We've been hearing about what we can learn from China about the future of social media and consumer engagement from from everything. We've been hearing about what hops in create a can of appetizing and we are about to hear up a wonderful case. Study really is, epitome of what creates check is all about it. Kind of Confluence of technology and creativity,

and the fact that we all know working global environment with you-know-who collaboration across across borders, which is just wonderful that we are able to do with that. Please join the conversation. Hashtag created UK or hashtag, Kodak 2021. It is not my great pleasure to hand over to Stephen pretorius. Who is ETO a wpp? Will be moderating, the next question for you. Thank you for seeing the grating to be in today. I'm coming to you from Steven tennis Haas, just a little bit down the river from from where you are, and it's great to be in

today. Thank you very much for the concert introduction. And then I just hate that, I'm going to be hosting a wonderful time with some real expert practitioners to talk to you about the impact of technology on creativity and Technology State. A massive role in how we have made created with over. The last couple of decades is how we make special effects. And then the next level of the next fancy off of Technology, Innovation is really the place to, to create a will in their entire lives and

content continues to experience friends in payment, BD xx. And then, you know, Wonderful stages to being crazy for things like the Mandalorian. We see how computer graphic. Becoming so real that that soon as you as you drop into these on the multiplayer games. It's almost as if you all in a real-world of the boundary between what's real and vegetables, should I become very narrow do to help us explore that today. We we going to talk you through a wonderful taste of your collaborative project that we went back to the building on with

its long-standing TT declines, as well as Microsoft and it said you'd be here today cuz it's about 4 in the morning, but I'm doing steak nearby. Las Vegas. And the project is how we how we come back to joining me here. Today is supposed to be Matthias and pick him up and he's in office and technologists and I say that with the greatest respect and Matthias if you consume online is is is is responsible for the most beautiful and iconic ranges of cause I think,

Nevada What's the Longmont license? Pending in this area? He's a real true technical experts in the field and is leading the charge in terms of defecation. Take laundry to. I'm to call visualization at Boba cost, so wonderful to have a new today and we also joined by week back. She has a cloud. Architect architect at Microsoft, and Ruth was the person helping us set up infrastructure. Construction required to, to run these two computers, that that made this project, the Radisson. So, wonderful day,

my thoughts and crime here. It's a double TT. Terry is on his creative. Say, I at the BP, that's the real Tanto, by the way. And something to Aspire to smell the title, that there exists a couple of years ago, that we are very proud to have a stand. Probably one of the most creative and imaginative. Ever met in my life and I'm privileged to work with them everyday at. Are you going to pull this this team together? And that's that may be to work at you going to see today and a

couple of slides and help set the stage. In terms of what we talked about. I think in this case very much and the picture is worth a thousand, a thousand words and this is. So I'm going to ask. Just going to take 10-15 minutes to set up a project to explain to you why we were doing. That's how we doing it to dig a little bit into the to take Knology and the post a selfie and then we'll get into a discussion Superior View. Thank you. Stephen, Edwards.

Well, then I'm going to look outside and see what it means. But I'm sorry, it's late last year and an R&D project. Looking at what the future production looks like for a business right? There. She is one of the largest production companies in about fifteen hundred, sheets, and hundreds and hundreds of thousands of pieces of content of the back of the right. So we really wanted to explore what it meant for that price. Then the two reasons, one, three reasons why the first thing that we couldn't go anywhere

around. The reason was with environmental and sustainable, we've made promises to society the way going to bring all our mission sound to 0 right now. An enormous impact on the environment. Is that true? Welcome to Brian's and customers to to come in flat world twins. Reacting to buy into experience. Do you know said that she wanted to create event? Was that right? I mean, you know, we're lucky. We don't just get the to read and see what happens. On the production Side Mount Laurel, we get to create a bit, we'll set to go through that price that

see what we could and couldn't achieve. Let me listen to wanted to see how but she will set to change the way we Market Vehicles, right? And there is really a monkey find in some of these areas and ends. We started this work with Nvidia video. We found his team during incredible work around this relationship, right? Not to laugh it. Looking at how vegetables that can be used in different in different voice for a second. So we drive up to Scotland which was the largest natural forest with a decent Skyline. We could find the second time. We hired an

oil and gas company and I would say, as well as you would never typically we went with an oil and gas company Lou drives up and down this road on the right and across this beautiful Forest. I'm capturing Shpongle. Oilfield, one of those sorts of things accuracy cuz I'm looking for cracks and winds headlines. And usually So High Fidelity Bank rates, is enormous point. I'll try, I mean, I didn't think they were going to scan the whole Forest is being oil and gas people. They came back with a 200 GB file with all of these. Converted

into this beautiful. Nash, write. I mean, honestly, this is about a mile of road and should have several square miles of forest in unimaginable. Teach. I mean, you can literally see hearing that insects right on some on some of the on some of the Galaxy that the scanning was and then back in a big Studio. We create an LED display will write, which is a generational shift in ingression crank on 10th, haunted by the Mandalorian. Thank you, high resolution television, 20 me, Sunday night. Usually and that you can see the

back of it on the left and front of it. So you can see us controlling that far seen with, you know, it was just a pretty incredible experiment to test the lenses with Canon. Celebrating for the director because you can either you can find your shop. That's, you know, you can be more immersed in it. Great at once. It's done. It's done, right? Once you shut that you shut it and how to make this possible high-end computer from Nvidia. That makes it real time enough to sort of move the camera in the trees and angles to change, you know, that the pixel

reservation that makes it convincing. I mean, standing in front of this. See the Red X out of the corner of your eye where where you are back in that Forest is really quite quite credible. The cool technology and then video people call themselves ingredients, which I think sounds real good and sometimes it it's a different studios around the world working on a single character specialist. The one market extra specialist to find that very own. Wieldy rights

to develop a platform to allow different different part to take Sasa. Can I buy on the same fill out of the same time because Converging, they both had one real time, right? Trace view of the whole thing. Multiple artists can be in a sketching. The textures design in the middle of building seen the characters and all of them have this window into the film. That is constant and in very high in a high acceleration is grass a weed bring the nother level of real time with realism and the company's light bulb at right? This is one of our

rentals, but I mean in a CSS hard to tell from The Real World, lot of the time, you know, you are able to see this, right? And it's a real privilege of this job that I get to see what game consoles are going to look like in a decade's time, right? Get free games consoles and you'll be able to play from the real thing. I've been tossed with a real female bike with a realize we have come to us instead. You know, we want to lose the next car, you know, we want to tell a story about, you know, about a life in the forest open,

right? So this was a real film of a real location with a real budget. We went through the whole process is if this is a real fast, like, you know, one of the key thing was that creating of filming that way, unless I have the support of the most crucial side of the entire presentation, allows us to give that out that to go to complete the vehicle inside. The Finish, customer proposition with just three months before. The car is finished of CAD model has thrown over the wall and the marketing

agency will, you know, we're going to complete that ride on the couch, will be finished in something much, more abstract in the to come together really well, and I think it was so exciting about sandwiches today. If it, it brings company. Ashley to buy USDA, you know, they really allow companies to the work together to go to come and go at a technical level right now. We get together around the table and say wouldn't it be good. If you know, we are Will putting the plumbing in place. So businesses to work

seamlessly, right? To co-create seamlessly to bill it to the environment, ready for the customer existed. The customers themselves can come and finish that they close inside this environment. Right? Like, you know, it's really about you life, you know that the context in which you'll use your car that you want to be, you know, you want to be coloring it and it's configuring it and all the rest of that ready? Start your family saying why the emotion is at least three experiences that the really should have allowed the

customer to feel and experience the car and contacts. Because today I'm for real. I mean, I have to say that, you know, there was a moment of Terror when we realize, how big the point filed was before, we were going to have to go to Syfy on in the exact and say, yeah, it was a complete success. Never said to tell you, will definitely be able to open it one day, you know, sorry. Sorry we went to roof. We really need a machine is going to turn these points in Brighton, to give you a cent to

10 billion points. And every single point needs all of its neighboring points in a wheel, in 5 minutes around 4, to be looked at and analyze the facts, right? It is an unimaginable mathematical task to write it in time. Square miles of forest, probably. Amrutham, I construct. These, what is absolutely a supercomputer in a week, 9 of the most powerful GPU machines available on as yesterday. 172 Tesla, p100 and m416 has, which are 416 e. P, u, t, h, r. I n e 1200

BTUs and 2628 terabytes of rams or the 11th. I buy ceramic Computing record the sound on to the card. You set up for us a virtual Foster system that connects to the phone. Turn off terabyte 2nd, which was her nickname. Everafter four-and-a-half Star by suspected read a really kind of another level and I think you still disgusting. The session is the incredible power. We having in our hands today, to create these machines on tomorrow. At ten years ago. This machine would have

been millions and millions and millions of dollars. I am, I couldn't have made a single mistake. It would have been a firing offense to this Mission, the machine like that turned around and said, sorry, it's not fit to that, but I think, you know, this wasn't any stretch of the imagination and to build something that list for for tasks like that. It's just Revolution rate of return. This is this is ongoing work, right? With Scott and see the car in the forest. Go together with beginning

to tell me about the director is really learning how to be a direct. No longer location, that's just the shop, and then occasionally start one of the same, right? And we can figure 8 through in the film in the yards. And this is one thing. But whatever it has changed, the way the WTF he makes them forever. It has made it more sustainable, you know, and I think there's a bit of poignancy when I look at this image because, you know, we drive a long way so

that Forest, right? And I don't want to live in a future with Forest of these for it. Virtual. I want, I want to keep the ones we've got the environment and sustainable. Saturday, is more important than ever. That was played at the Nvidia GTC Kings, who makes 10 million people around the world. Have seen this project is a short film. I don't really talk to the partnership on Well, and then Stephen and the team again a little bit, sorry. 36v is the largest marketing Services organization on the planet.

Because of that, we will still one of the largest production companies in the world. That is a major cause of the capsule. A patient's vote today brings life into videos with on the bus over 10 billion points at end into a giant National nervous. For the first time. We can shoot play The Doors real. It's the actual places themselves by changes. The way we make work a collaborative platform. That means multiple office, multiple points in the pipeline, in multiple parts of the world can collaborate on a single sing real-time CGI. In sustainable

Studios. Collaboration is on the bus, is the future film it to BPP. Thank you for the message and I'll see his story several times. But every time I see it, it's always wise me in the news. Media is making computer and the mosquito exterminator cost. How did you get into this area? You know, how to do your bowl from the outside into the Technologies out of it? For sure. I mean, I've always been drawn to sort of the combination but the between the creative of the sort of computer Graphics that sort of the emerging

technology in the creative side and to see that come alive in front of your, that's really something special. So I actually started at all the way to 2006. I think that was more focusing on the visualization. I not supposed to help me out in the everyday helping with the design visualizations and selling the design, intern the windmills, a health official, icing and make this work, a product manifest itself for a big breakthrough against, but then more and more focused on sort of the the behind-the-scenes sort of in the shadows for the

right light. The light in his right now to be in the dark actually nice behind. Already that we can pray these fantastic Virtual Worlds with total hyper realistic and everything. But we still in our daily work encountered, these sort of exchanging data between different software. Some sort of, I really feel that the technology is really there to invite people lives. I mean, no matter if you're working as a designer, your device or software or are your product or if the End customer

wants to experience and sort of thing for the car and an answer would would you say that that one of the biggest blockers, in in doing that until recently was the that the lack of interoperability between the software packages that you need to use to to do this work? I mean, was that earthquake Liberation read the biggest issue? I meant to be and it is also taking in consideration sort of the collaborative efforts. So that's what you five years and I think rights in this moment. I think I'm it's the most exciting times ever because we see

these two converging sort of. I mean, I think a lot of people are feeling the same way to actually just changed a fun. We want to solve this problem in the fundamentals way once for all. So we kind of scene conversions and your time getting wasted on the stuff. We should have Technologies holding for us. So that's why I'm in description for Matt is bringing you to the multiple different packages and tools in a collaboration on 121. Yep, and the PGA open source, USB back in 2016 to sort of Alicia turned loose into the world, for sure.

It's been mainly used inside of the VFX and Ebony in the street, but not worth seeing and actually getting hold of different industries that use such as picking up in the more manufacturing architecture and receive. I mean everyone was looking for something like this and I mean USD is not only a year. It's not only a fight for me. If I left for my website. Now, we have a common denominator. That's really good that we can do till I start today. I mean from our side, it's actually were able to sort of to express our product and keep sort of the front like they

fight and live throughout the process. And one of the things that collaboration. Clothes from talked about their earlier. It's not going to be sick when we don't want the sequential steps where we do something, then throw it over the fence to the other guy, who continues to shorten every step closer, but sort of the obvious way just to make the work clothes parallel. The only way to do that is actually to have some sort of common denominator that's been for these collaborative Works. Los.

I mean, really excited to connect to Shane's from the different ends of the creative designers in the beginning. It working. I mean crossing over with the create this in the end then sort of have one unified Universe for story telling him and that's sort of the dream. And that's very powerful because I think you need to find a roll of using the same the same classroom and talk with tools to design the class with him. Are we from your perspective running you you was a lot of you know, start up, Skyler up. So, you know, technology companies excetra. You know, when when

you said it went with Perry on this project. I mean, did you did you have a little bit of a sense of what was your reaction to the project? Definitely not democratization of compute in a wonder if I just keep different ages. This is this openly barrier-to-entry, you know that easily concealable car services in combination with the right approach. Honestly, it was a strong Nation to watch private server creative crate on on Artesia. And I mean, before I could blink literally had a

p used. I don't like we could write just always laying somewhere but you know, this evening. Every time we spoke about the limitations in terms of the creator of sand and soccer Titans versus, but I think one of the one of the key barriers so mad as you as you look at the evolution of a surer than the way that that support, you know, what do you think of Steve off of this kind of experience with this is truly available as a mass consumer and submission or do you think it's

real far and being experimentation for a couple years? Well, I think you look at the power now, and you didn't know I can generally, when I reach the point where the power and the capability of car is compatible. I'm not just anyone, I should be doing, but in the future. And I think the way we think about this is really that, you know, City running running. This person's move to Craigslist, virtual world special saying, you know, what was inappropriate and environmental impact sensor in. A Microsoft has established its

goals in terms of miss your oven and call the negative, you know, Dee Dee the way to think about it was not just in terms of B Avenue in a carbon footprint. What are we, what are we replacing it with? And in our case you have cost of petitti's in production of the prices of all content production and the council about 15% of our total carbon emissions. And and so, you know, the other the fact that we didn't have to fly. All the actors that are wrecked to the clients, the agency, folks, you know, everything that goes with, that means that I'll also call them to print the backs

of the screen be. But I'll be, we use many, many times. You notice a fraction of of, the, of the related, you know, you have a lot of clients and Microsoft toolkit putting sustainability as one of the key objectives and the key kind of business requirements in terms of what. Yeah. It's, it's it's, it's, it's in my safe business for us to be honest. I need a data scientist as well. So, yes. There's a whole list of efficiencies efficient than traditional on-premise data center

services for this project. To be able to enable them to create energy. Efficient models that will not only he's not, they are Building Solutions. Wonderful time. As you know, something about this project is that the this project inspired our production cost to adopt a extended be made, you know, this is supposed to ask when I'm going to forward, you know, they every kind of adopting these these production processes as the standard way that they going to work as far as possible. I need

and and how you learn Yeah, number things happened during that. But you're crushing the message, we got into how we were thinking about the work and another big area, recycling, and put it right on the street at the beautiful footage. Do you multiply to find the right film to adopt it. I just really think about that. And if we can you talk about the actual the actual calculations and metrics in terms of b b to call the difference between doing shooting this

traditionally and inform you on this way. If you don't leave without stations on this route. Using methanol production. Environment Vibe is the kilowatt per hour, you know, that we used on the on the Mac processing, for example of an off-day, but you have energy control in the studio that you don't have in Enfield, right? So when you have to go out into the forest, we have to go take your energy generation with you right now. Where the energy consumption and you can make sure you're buying renewable energy. And you can

Multi vest team working on this shit, right? I mean, Suites on the talk a lot about accessibility, which I'm sure will be at attention more when I come back next year, but it's Ryan, see, more diverse group of people get to work on the film, where you have control over, where it's my location to buy from the film first, but it's as much control as it is about a total consumption of a wonderful. You have to ask about this idea that the the configurator will become the showroom the future and then get away when I squint. When I say that people can go.

What does that mean? Nothing that I mean, look at this point. Now, we're getting their week because the car is arguably the most complex consumer product out. There are sets are too big. No, we can't visualize that we have to help them. I said we have to make it less great than we want to compute the sort of touching out. And we like the network stunning. This project with a talk with session and sort of outstanding, the world will learn all these things are falling into place. And do you know what I said, devices with lidar stand

being and it's also, how do we actually get the consumer where the end-customer involved and getting him or in context? How can they affect the future switching from car? Configurator, raiders sound. So it's more like The configuration itself is not the important is more of what kind of stories you can tell me. Now most of the times to customer has 2D Snapchat of time and space but when that's not truck becomes fully Dynamic, 3-D immersive environment, actually explored the car, then the possibility of some

sort of collaborative aspects to be. It's not just the car, and it will integrate into a universe in context and everything sort of has to. And then this aspect of actually passing Universal seeing the future as well. Very interesting aspect. Absolutely, mathiasen very much. Looking forward to continuing our journey with you and to help you realize that Vision with without seemed very rude, but yes, thank you very much. Thank you so much inside and how you can blend Crosman, share it with data technology and aahs up to you. Wonderful.

Thank you very much everyone. I just wanted to remind everybody. Please come back at 1 before, an amazing session on impact that it has on the creation suction on collection of art. And also to remind you that every year the industry's council shines a light on a hundred Innovative young startups and ideas. That don't just business. Is it cool to Crazy Ones to watch nominations closed on Friday? If you would like to know my name. Somebody or yourself, please head to the creative Industries. Don't care. You don't UK decrease

Ministries. Thank you very much.

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Mattias Wilken Wikenmalm
Perry Nightingale
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Stephan Pretorius