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    M&C Saatchi Group Appoints Stevie Archer As Regional CCO, North America

    By SHOOTNo Comments46 Views
    Stevie Archer
    LONDON --

    M&C Saatchi Group has appointed Stevie Archer as regional chief creative officer, North America.

    Archer has served as CCO of M&C Saatchi SSK since December 2023 and has led groundbreaking work in the region for clients like JPMorganChase, Shipt, Visit Iceland, and Smartsheet. In the newly created role, Archer will oversee creative integration of all North America-based agencies. She will work with U.S. regional leaders to leverage each agency’s specialized talent to build and deploy the most creative solutions to businesses’ thorniest challenges.

    “This appointment demonstrates the continued momentum and expansion of M&C Saatchi in North America as we integrate the diverse capabilities of all our agencies,” said Rob Doubal, joint global CCO of M&C Saatchi Group.

    “Stevie is among the most gifted and widely respected creative leaders in our industry today. Her deep understanding of culture and her instinct for strategic creative thinking will supercharge the work we do for clients across all our North American agencies–looking forward to creating new, different, and interesting shaped things,” said Laurence (Lolly) Thomson, joint global CCO of M&C Saatchi Group.

    “Throughout my career, I have led businesses to embrace new ways of working, break through in fast-changing cultural environments, and build teams that can grow and adapt to real-time changes in the marketplace,” said M&C Saatchi Group North America CEO Nadja Bellan-White. “As M&C Saatchi prepares to really put a stake in the ground in the U.S., I look forward to partnering with Stevie to make us ‘The Creative Network’ of choice.”

    “Culture has never moved faster, or been more unpredictable, than it is today, and brands need partners who can understand and navigate this complicated landscape,” said Archer. “To stand out, creative has to be unmissable, earn attention across the ever-shifting mosaic of media, and fit the right moments in time but ultimately deliver a timeless brand POV. I am so excited to expand my role within M&C Saatchi to bring non-traditional ideas to tackle the business challenges of our diverse array of amazing clients.”

    As regional CCO of North America, Archer will drive and execute M&C Saatchi’s creative growth strategy for the region and lead the operational integration of businesses across North America. She will report to Doubal and Thomson.

    Archer was appointed CCO of M&C Saatchi SSK in 2023 after joining the agency in 2019 as executive creative director. Her work has garnered awards from Cannes, The One Show, Effies, Art Directors Club and D&AD.

    Category:News
    Tags:M&C Saatchi GroupStevie Archer



    AI-Assisted Works Can Get Copyright With Enough Human Creativity, According To U.S. Copyright Office

    Wednesday, January 29, 2025

    Artists can copyright works they made with the help of artificial intelligence, according to a new report by the U.S. Copyright Office that could further clear the way for the use of AI tools in Hollywood, the music industry and other creative fields.

    The nation's copyright office, which sits in the Library of Congress and is not part of the executive branch, receives about half a million copyright applications per year covering millions of individual works. It has increasingly been asked to register works that are AI-generated.

    And while many of those decisions are made on a case-by-case basis, the report issued Wednesday clarifies the office's approach as one based on what the top U.S. copyright official describes as the "centrality of human creativity" in authoring a work that warrants copyright protections.

    "Where that creativity is expressed through the use of AI systems, it continues to enjoy protection," said a statement from Register of Copyrights Shira Perlmutter, who directs the office.

    An AI-assisted work could be copyrightable if an artist's handiwork is perceptible. A human adapting an AI-generated output with "creative arrangements or modifications" could also make it fall under copyright protections.

    The report follows a review that began in 2023 and fielded opinions from thousands of people that ranged from AI developers, to actors and country singers.

    It shows the copyright office will continue to reject copyright claims for fully machine-generated content. A person simply prompting a chatbot or AI image generator to produce a work doesn't give that person the ability to copyright that work, according to the report. "Extending protection to material whose expressive elements are determined by a machine ...... Read More

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