R/GA New York has added creative directors John McKelvey and Hannes Ciatti, who come over from Whybin BWAGroup Australia. Together they bring over 25 years of industry experience creating and leading campaigns for numerous global clients. At R/GA they will work across the Nike and Google accounts and report to Nick Law, exec VP, global chief creative officer.
McKelvey and Ciatti join R/GA after playing a key role in the resurgence of Whybin BWAGroup Australia, helping the agency achieve 16 new business wins. Between them, their work won the agency over 70 major creative and effectiveness awards. The agency was awarded Adnews’ Australian Agency Of The Year 2011, B&T Emerging Agency Of The Year 2011 and is now ranked the number one creative agency in Australia.
Prior to joining TBWA, McKelvey was the digital creative director of Saatchi & Saatchi Australia. At Saatchi he created the “The Beer Economy” campaign for Tooheys New beer. The campaign went on to become the most effective and awarded integrated campaign in the brand’s history. He is also the co-founder of creative agency Southpaw, which worked directly with brands Virgin Atlantic and Lion Nathan and partnered with agencies Droga5, The Glue Society, and HOST to create award-winning work for Toyota, Lion Nathan, Young Guns and Cadbury.
Ciatti has worked for several of Europe and Australia’s top agencies including DDB, The Monkeys and M&C Saatchi delivering integrated campaigns for global brands VW, Sony PlayStation, Apple and Absolut. His recent work for the Pedigree Adoption Drive is one of Mars Pedigrees most awarded campaigns worldwide winning at Cannes, D&AD, One Show, Caples, Spikes, Adfest, New York Festival, AWARD and Digital Campaign of the Year. It was also named one of Facebook’s Top 50 Apps worldwide in 2011.
AI-Assisted Works Can Get Copyright With Enough Human Creativity, According To U.S. Copyright Office
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