Creative agencies Partners Ogilvy and media powerhouse AMC continue to strengthen their commitment to innovation by integrating Artificial Intelligence (AI) into their operations. On Monday, August 12 and Tuesday, August 13, they were joined by Álvaro Meléndez, CEO of CRANT and an AI expert, who led a series of activities as part of the program Mastery AI.
This program is a continuation of the efforts that Partners Ogilvy and AMC have been developing in recent years to incorporate AI into their creative and strategic processes. Recently, the team participated in regional summits in Mendoza, Argentina and later in Panama City, focused on expanding the adoption of AI. The activity in Santo Domingo is part of the program that is being carried out at a regional level, reinforcing its leadership in the adoption of emerging technologies such as artificial intelligence.
“Artificial intelligence, beyond what is commonly thought, is not a tool, it is a new way of thinking. Although AI is present in many of the tools we use, its true value lies in how it transforms our way of addressing challenges and opportunities in the market,” said Meléndez during his presentation.
Gabriela Martinez Elmudesi, president of the AI Council from the Dominican Republic, added: “At Partners Ogilvy we have been developing an approach based on artificial intelligence as a mindset for some time. This approach has allowed us to continually evolve and today we are expanding this philosophy to further integrate AI into our work culture. Our goal is to remain leaders in the adoption of AI, using its power to improve agility, creativity and effectiveness in our solutions for clients.”
Meléndez stressed that AI should not be seen solely as a task facilitator, but as an unrivalled enhancer of creativity and strategy. “AI not only enables tasks to be performed more efficiently; it amplifies our ability to think and create. In an environment as competitive as today’s, the ability to be creative and strategic has never been more vital,” he explained.
Carmen Carreras, Digital Director at AMC, also shared her vision on the transformative role of AI in digital marketing: “Artificial intelligence is redefining the way we conceive and execute our digital strategies. It not only allows us to be more efficient, but it opens up new opportunities to innovate and create more personalized and effective experiences for our clients.”
The joint work with Alvaro Melendez and the AI Council will continue as part of this commitment, ensuring that Partners Ogilvy and AMC maintain their position at the forefront of innovation and adoption of artificial intelligence in the market.
About Ogilvy Partners
Partners Ogilvy is a leading creative agency founded in 1993 by Nonora Elmúdesi and Milagros de Ortega in partnership with Ogilvy WorldWide, which now includes the second generation. Its philosophy of “always becoming” has boosted its reputation as a pioneer in the adoption of innovative technologies and processes. The agency has been a trendsetter in advertising, such as the Twin Peaks strategy, which combines creativity and effectiveness. It is currently ranked in the top 50 of the Effies Global ranking.
About AMC
AMC is a 360 media agency, widely recognized for its creative approach to media use and its pioneering adoption of technology in the market. With a comprehensive vision that encompasses all aspects of campaign planning and execution, AMC stands out for its ability to constantly innovate, integrating the best of traditional and digital media to deliver exceptional results to its clients.
About CRANT
CRANT is a company specialized in the creative application of artificial intelligence, led by Álvaro Meléndez, who has been a pioneer in the integration of AI in marketing and communication and is a professor at Miami Ad School where he has taught workshops on these topics.
