en.Wedoany.com Reported - WPP has launched HEX Studio, a new agency focused on operating within an AI-driven marketing strategy environment, currently employing around 50 creative technology experts. The team's backgrounds span beyond advertising, including architecture, gaming, fine arts, and robotics.

HEX is part of WPP Production, which was established in January and absorbed the Hogarth brand, integrating its creative producers into a single platform. The studio focuses on generative AI, agentic AI, gaming, immersive experiences, and robotics, while operating as a creative production studio, R&D lab, and consultancy. WPP stated that HEX has already begun delivering work for clients. Richard Glasson, CEO of WPP Production, noted that creative technology sits at the intersection of imagination and craftsmanship, and WPP Production has supported the project from the start, aiming to continuously find new ways to create the best work while nurturing the next generation of talent, enabling them to create cultural work through emerging technologies and creativity.

According to WPP, HEX experts have created AI marketing campaigns, AI assets, and TV commercials for multiple brands, including work for Unilever's "Dirt is Good" campaign at the 2025 South by Southwest (SXSW) conference. The studio used AI coaches and real-time motion capture to transform data into personalized dirt patterns. HEX has also hosted AI workshops for Fortune Global 500 executives and technology partners such as Adobe, Google, and NVIDIA, involving testing emerging technologies and exploring practical applications. The studio deploys HEX expert teams to clients for several months at a time, aiming to assess challenges, build customized solutions, and train internal teams to independently use AI workflows.

Part of HEX's goal is to help bridge the AI talent gap. Research from DataCamp shows that 88% of leaders believe data and AI literacy are as important as writing, yet less than half provide basic training. WPP stated that HEX is built on the belief that creative talent is necessary to operationalize AI and support business growth. Elav Horwitz, WPP's Chief Innovation Officer and Executive Sponsor of HEX, pointed out that the AI era requires a fundamental shift in creative thinking and problem-solving approaches, which is not just about closing the skills gap but also about cultivating a workforce for the new economy. WPP has built a talent pipeline for HEX through its Creative Technology Apprenticeship Program launched in 2022, which recruits talent from outside traditional advertising and engineering backgrounds and offers curricula focused on creative problem-solving and new technologies. Lex Bradshaw-Zanger, Chief Digital Marketing Officer for L'Oréal SAPMENA, added that collaborating with WPP from the early stages of the program to train creative technology apprentices, and seeing talent learn to tackle real client challenges and apply generative AI when deployed to HEX, reflects a deep and forward-looking partnership.

This article is compiled by Wedoany. All AI citations must indicate the source as "Wedoany". If there is any infringement or other issues, please notify us promptly, and we will modify or delete it accordingly. Email: news@wedoany.com