The Revolution-Loop: Accelerating Creativity at the Speed of AI

Jan. 27, 2025

Tomas O'Gorman, Executive Creative Director at Ogilvy in Barcelona  

Biography:

Tomas O'Gorman is Executive Creative Director at Ogilvy Barcelona. With over 15 years of international experience in the advertising industry, O'Gorman joins Ogilvy from INGO Hamburg, where he held the position of Creative Director. His career includes work at agencies such as DAVID, Don, McCann, and Leo Burnett in Buenos Aires, as well as INGO and Ogilvy itself in Germany. He has developed local, regional, and global campaigns for brands like Coca-Cola, Burger King, IKEA, Audi, Lidl, Philadelphia, Netflix, Nescafé, Staples, Shell, Delivery Hero, Deutsche Bahn, and Huawei, and his work has been recognized at prestigious international festivals. At Ogilvy Barcelona, he co-leads the creative vision alongside Noelia Fernández.

"How many times have we heard 'the paradigm shift is here'? Digital, interactive, TV is dead, stunts and experiences, mobile, social media, the race for attention, gaming, data, influencers, generative AI, GPT. No matter how loud LinkedIn gurus announce the next big thing, many end up being just trends, while others stay longer.

As eclectic as it may feel, Tomas O'Gorman Tomas O'Gorman, Executive Creative Director at Ogilvy Barcelona believes that, in the end, it's the same as it always was for creatives. Nothing is as perpetual as change itself, and reinvention is at the core of daily work: finding new ways with what we have is what creatives do. But the exciting part, according to O’Gorman, is that the wave they’re riding today is getting faster—not by the year, but by the month. With that comes more ingredients to play with, and what seemed unfeasible just six months ago is now within reach.

Looking ahead, he predicts that this year will bring work that showcases how something that made someone say 'wow!' was applied to a brand, a strategy, or a story, creating media platforms, solving particular problems, or pushing boundaries. Much of it, he says, will be related to AI, as it continues to emerge in new environments: with agents, sound and video interactions, and an astonishing capacity to understand, process, and respond. These advancements open up new creative grounds in digital and live experiences, hyper-personalization, production speed, content generation, real-time actions, and beyond.

Tomas O'Gorman said:

"I believe that Ogilvy Barcelona will continue to produce innovative work this year, thriving on two key cultural aspects: David Ogilvy’s classic 'Divine Discontent' philosophy, and a deep commitment to technology, ensuring the agency stays agile and integrated across all processes to remain ahead. On a personal note, I hope to see real work from real brands that experiment with different approaches—unexpected strategies, weird ideas, and bold concepts. What I’m not looking forward to are grandiloquent solutions for small problems, cliché campaigns, or copy-paste case films that feature marketing influencers who haven’t worked in the industry. 'Do we really need that validation?' I ask."