Andrew Robertson on Why Risk, Empathy, and AI Drive Bold Brand Creativity

Why BBDO's Andrew Robertson Believes AI Will Unleash True Creative Talent

In a fragmented, hyper-optimized media environment, standing out demands more than just clever headlines or polished visuals. It requires conviction. Andrew Robertson, chairman of BBDO Worldwide, shares insights on what fuels breakthrough marketing today: emotional intelligence, risk-aware thinking, and the discipline to simplify complexity into clear, compelling stories.

With over 40 years in advertising and leadership roles, Robertson has guided BBDO through decades of change while keeping creativity emotionally resonant and strategically sharp. His perspective provides valuable lessons for creatives seeking to move fast without losing the authenticity that connects brands to people.

Key Insights from Andrew Robertson

• Talent Over Tactics
  The core of great work lies in securing exceptional talent. Despite shifts in media and technology, brilliant creative minds remain the foundation. Robertson emphasizes investing in talent ecosystems instead of just focusing on tactics, a principle that has sustained BBDO’s success and attracted ambitious clients.
• Managing Risk vs. Pursuing Certainty
  Bold ideas often feel risky, but reframing boldness as "risk management" helps clients find confidence to approve breakthrough campaigns. Using an example from a bold NAB campaign in Australia, Robertson suggests brands should stop chasing certainty and instead quantify and manage downside risk to unlock greater upside potential.
• What Makes Great Work
  Great creativity captures attention and changes behavior, whether on TikTok or in a feature-length film. Even a simple, well-timed text from American Airlines shifted Robertson’s frustration into a positive emotional response. Tone, empathy, and timing are key ingredients in making memorable creative experiences.
• AI Is Closing the Creative Gap
  Rather than a threat, AI serves as a liberator by reducing the time, cost, and technical barriers between idea and execution. Robertson distinguishes between creating (ideation) and making (execution), framing AI as a tool that frees imaginative thinkers to scale their impact without losing the soul of their work. Creatives interested in expanding their AI skills can explore practical courses at Complete AI Training.
• Run Toward the Fire: Leadership Through Problem-Solving
  Robertson lives by the mantra “Run toward the fire.” Meaningful impact comes from tackling tough problems head-on. Leaders who lean into challenges build trust and stand out. For brand teams, this means embracing difficult conversations and creating value through decisive action.

BBDO’s approach, as outlined by Andrew Robertson, reminds creatives that success depends on emotional connection, courage to manage risk, and adapting new tools like AI without sacrificing humanity. Bold storytelling is less about avoiding failure and more about thoughtfully managing it to create meaningful change.

To learn more about how AI can support your creative workflow and brand storytelling, consider visiting Complete AI Training’s latest courses.