‘A partner, not a replacement’: Ex-agency talents launch new creative AI platform
Ex-agency strategists, Amy Tucker and Pip Bingemann, have released an AI platform developed to empower and assist the advertising industry in its creative efforts.
Named Springboards, the platform provides users with nine AI solutions that, together, cover the entire creative process, such as idea and campaign development and discovering insights.
Chosen as part of Google’s Startups Accelerator: AI First program, Springboards was developed off the back of seed funding valued at $5 million from venture capital firm, Blackbird Ventures.
Bingemann and Tucker – who worked with the platform’s chief technology officer, Kieran Browne, to strengthen Springboards’ creative and technological prowess – wanted the platform to serve as “a true creative partner”, rather than replace human talent within agencies.
“We designed Springboards to be a partner, not a replacement,” explained Bingemann.
“AI shouldn’t rob the industry of its soul—it should expand its creative horizons.
“With our platform, agencies can explore more possibilities, break conventions, and push the ceiling of creativity, ensuring the work isn’t just faster, but more daring, original, and inspired.”
Specifically, Springboards offers: Sparks Feature – a tool that “adjust[s] the AI’s spontaneity” to encourage greater out-of-the-box ideas; Validator Tool – showcases evidence for the AI’s thinking; Campaign Concepts – an idea generator customisable for different goals and tones; and Insights Digger – sources “brand insights from vast data sets”.
When speaking on the decision to develop such a product, Tucker added: “Creativity in advertising is under siege.
“Shrinking margins, skyrocketing pitching costs, and ever-higher client expectations are threatening the craft. We built Springboards to help creatives do what they do best: think big, explore boldly, and stay original.”
(L-R): Kieran Browne, Amy Tucker, Pip Bingemann
More than 120 agencies across the world, including cummins&partners, TRG and BMF, have adopted the platform in their work environments.
For BMF’s chief strategy officer, Christina Aventi, Springboards is a reliable solution that unlocks other creative pathways.
“It helps uncover insights to marinate upon that improve your thinking… it gives you stimulus that can shift where you were first going, to push you into more interesting places,” Aventi said.
“More insights, more ideas and it’s actually surprising what triggers a new thread of your thinking, helping you make connections you wouldn’t ordinarily.”
Cummins&partners’ national head of strategy, Tim Collier, praised the platform, describing it as a “game-changer”.
“It helps teams focus on the most interesting and challenging part of our jobs—finding original ideas that connect deeply with people. It’s not about devaluing creativity; it’s about enhancing it.”
“At Springboards, we believe the real enemy isn’t AI—it’s bland, boring, and safe ideas,” Bingemann said.
“Our tools are designed to put the ‘play’ back into the creative process, giving teams the freedom to explore and innovate without compromise.”
Before Springboards came along, Tucker served in several directorial and other leadership roles at organisations in Australia and the United States, such as Shopify, X (formally known as Twitter), UM Australia, and 215 McCann.
Bingemann also boasts local and international experience on his resume, having worked in America and Australia in strategy and marketing roles, such as head of strategy and media at Cutwater, head of brand marketing at Unstoppable Domains, and strategy director at Bohemia Group.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Amy Tucker
Kieran Browne
Pip Bingemann
Springboards
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