Hasta La Creative!

Nearly two years before Publicis dropped its Marcel news at the Cannes Lions, JWT embarked on an artificial intelligence mission of its own. In 2015, the agency quietly began developing Pangaea, an A.I.-powered system that’s helping to turn the agency network’s 12,000-strong staff into an information and problem-solving resource.

Pangaea takes its cues from the supercontinent that inspired its name — by bringing together the JWT community across all cultures and disciplines. It invites any employee to pose a question or problem to the entire network in the hopes that they’ll get useful advice from staffers with related experience and expertise. A question could be as specific as “What kind of communication innovation do you expect to see in the next World Cup?” or as philosophical as “What does the word ‘destiny’ mean to you?'”

While this may sounds like little more than throwing out a question over email or Slack, artificial intelligence acts as a differentiator.

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