Google taps creatives to make campaigns with its AI

Google announced in a blog post today that it is launching a new initiative, The Small Brief, in which 4 ad industry icons will use Google’s Flow studio to create studio-quality campaigns for a brand of their choice.

Jayanta Jenkins will be working on Archangels, a site for caregivers.

Tiffany Rolfe will do a campaign for South Ferry, a ferry service that runs between Shelter Island and North Haven on Long Island.

Susan Credle has picked Stonewood Farm, a sustainable food non-profit in the Hudson Valley.

The campaigns will be released in June, along with a deeper dive on the creators’ processes.

The Clam Take: This is a smart way for Google to market Flow.

The announcement left out some useful information. A bit of info about the creators and the brands chosen would have helped.

Jayanta Jenkins is the VP of global creative at Starbucks and was the head of content marketing at Walt Disney.

Tiffany Rolfe is the chair and global chief creative officer at R/GA.

Susan Credle is the global creative advisor for IPG and was formerly the CCO at Leo Burnett and chair and creative advisor at FCB Global.

Also, the announcement says 4 creators, but there are only 3 listed and shown in the photograph.

This is what happens when you don’t hire a copywriter ha ha ha.

Read Google’s blog post here.