The Drum Awards Judge of the Day: YOU Agency's Michael Carr on AI's Limits, Creative Bravery, and the Client Relationship Nobody Talks About
The Drum Awards Festival celebrates creativity that cuts through, bringing together some of the sharpest minds in marketing. Today, we turn the spotlight on Michael Carr, managing partner at YOU Agency and judge in this year’s Advertising category. With decades of experience in brand strategy and creative development, Carr offers a clear-eyed view of what advertising gets right and where it still needs to improve.
Michael Carr on AI in Advertising
Michael Carr sees AI as a tool that speeds up the early stages of idea generation. “AI helps you get ideas down quickly and pushes thinking in new directions,” he says. But when it comes to nuance, humor, or irony, AI falls short. “That’s where human creativity still matters most. The big idea is still a human job.”
Beyond creative ideation, Carr highlights AI’s strength in media optimization. “Its ability to analyze data is almost limitless. That’s where it will change what we do.”
Balancing Short-Term Performance and Long-Term Brand Building
One of the biggest tensions in advertising today is the pressure to deliver immediate results while also investing in long-term brand growth. Carr doesn’t see these goals as mutually exclusive. “They can and should live together. It just depends on the brief.”
He points out a common pitfall: “Too many clients focus only on the next click instead of the next customer.” Creative leaders need to remind clients why brand building matters beyond short-term metrics.
Why Bravery Matters More Than Ever
When asked how advertisers can stay relevant without becoming followers, Carr’s answer is simple: “Be brave.”
He repeats this when discussing the skills that will define the most effective advertisers over the next five years. “Bravery again. The industry needs it. Creativity needs it. Brands need it too.”
The Media Channel to Bet On in 2025
If Carr had to pick one media channel to build a brand in 2025, he wouldn’t hesitate. “TV,” he says. In a time when digital noise is overwhelming, television still holds unmatched power to reach and engage audiences.
The Client-Agency Relationship: An Overlooked Challenge
Carr believes the relationship between agencies and clients needs more attention. “The media and communications landscape changes constantly. But we rarely talk about how that affects trust, collaboration, and long-term partnership.”
He emphasizes that this relationship must evolve at the same pace as the platforms agencies work on. Without that evolution, creative potential will be limited.
The Biggest Challenge for Creative Leaders
For Carr, the toughest challenge—and the one every creative leader faces—is balancing short-term performance demands with long-term brand thinking. “It affects everything, including how much space we have for proper storytelling. And that has a huge impact on the quality of creative work.”
Questions Worth Asking
- How does balancing short-term results and long-term brand vision shape creative storytelling?
- What risks does AI adoption bring in terms of creative sameness?
- What does bravery look like in practical terms for advertisers?
- What ethical challenges come with AI-driven personalization at scale?
For creatives looking to sharpen their AI skills and learn how to integrate new tools effectively, resources like Complete AI Training provide valuable courses and certifications tailored for marketing professionals.
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