Former Y&R boss Buckley and Telstra executive Collis return with emerging

Jason Buckley, the former CEO of Y&R has emerged at the helm of a new agency that will focus on merging creative with artificial intelligence, recruiting Mark Collis and Dave McCaughan to help run it.

Buckley leaves Y&R after four years

Buckley launching

Nine months after leaving Y&R Buckley has quietly launched with the view that the wealth of data now available to brands and the increasing power of AI programming will allow companies to sidestep traditional research, which he said is plagued by long lead times and fails to capture the art of storytelling.

Speaking with Mumbrella, Buckley confirmed the launch and said that the new agency would align digital with narrative.

“We have been talking about big data and leveraging data for a long time, but there is so much noise,” Buckley said.

Mark Collis

Mark Collis

The former CEO of the WPP agency said would be a quiet launch, but the agency has already recruited some big names alongside Buckley including Telstra’s former director of brand and innovation, Mark Collis, who is collaborating with the agency as CD, and former regional McCann strategy lead Dave McCaughan as its strategic leader.

McCaughan: new gig with

McCaughan: new gig with

The agency will have a presence in Sydney, Bangkok, Tokyo and Dallas, and other founding staff include Troy Miller as US lead and global technologist and Jason T. Ayers as business development and recruitment leader.

The agency describes itself as: “A new type of agency that marries creativity with hyper-advanced artificial intelligence to discover, define and create the most engaging narratives for any brand or issue”.

“By employing advanced artificial intelligence technology we can help you uncover the most powerful narratives for your brand, delivering real commercial advantage.

Our platform combs the entire web, blogs, press, forums, traditional and social media. We then define the narratives into which ones you should ignore, who and when and where they’re happening, and which are the narratives that will deliver tangible, measurable outcomes.”

Buckley said he expected the merging of data and storytelling to be the next phase of advertising.

“AI is the next wave,” he said. “With the pressure of price and time it is a very efficient way of getting insights into data and into our world.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.