Kat Grib is redefining her approach to new business development by strategically blending the capabilities of AI with a rigorous focus on creative ambition, as she explains to The Drum.
With an agency career that spans more than a decade, FCB New York’s chief growth officer, Kat Grib, is cultivating a process that leverages AI for efficiency without losing sight of the importance of human insight and a well-defined win strategy. While creative, strategic and production teams may have claimed AI as their own across adland, and indeed the marketing sector, Grib sees AI as a precious asset in FCB NY’s new business generation process, particularly in helping the team get ‘up to speed’ quickly with a potential client’s needs.
“We use AI throughout the new business process now. It helps from what we call ‘get smarts’ – that initial phase where we need to kick off and understand a …