• by Joe Mandese , 79 minutes ago

PMG continues to expand its creative services offering, tapping long-time IPG Mediabrands exec Suraj Gandhi as global head of content & studio, responsible for scaling the agency's content creation capabilities with a heavy emphasis on technology, especially new and emerging AI tools.

Gandhi, who most recently served as executive vicde president-global executive director of performance content at IPG Mediabrands, said his role is a continuation of investments PMG has already made in content creation and generation, especially vis a vis its homegrown "Alli' tech stack.

"On the creative front, this has given PMG a massive leg up on the latest generative AI tools and solutions, helping our creative experts be more resonant and solve problems with ideas-led storytelling fused with technology," he said in a statement announcing his appointment.

As early as 2022, PMG was producing award-winning campaigns utilizing the generative AI components of Alli, and its first-mover execution of a campaign for client SurveyMonkey featuring actor Giancarlo Esposito that year was part of the reason MediaPost selected PMG as its independent agency of the year that year.

The campaign was conceived, cast Esposito, and produced in four weeks, all based on insights mined from the “zeitgeist” utilizing Alli's technology.

“That's where the future of our industry is threading,” Popstefanov boasted, adding, “Most agencies would have taken 12-16 weeks to do that.”

In an interview with MediaPost on the eve of this morning's appointment announcement, Gandhi expands on some of that logic and explains on where it is heading next.