Is AI Going to Take Our Jobs? Insights from Ogilvy’s Christophe Chantraine on the Future of AI, Offshoring, and Talent in Creative Agencies

As the world of advertising and creative agencies continues to evolve, the question on everyone’s mind is, “Will AI take our jobs?” Christophe Chantraine ,the Global Creative Content Hub Lead at Ogilvy, provides a compelling perspective on this question. He shares valuable insights on the increasing specialization in the industry, the evolving role of AI, and the unique advantages of South Africa as an offshoring destination.

Balancing Generalist and Specialist Agencies

The creative industry is witnessing a growing tension between generalist and specialist agencies. While large, generalist agencies offer a broad range of services, smaller, niche agencies are carving out specialized offerings in areas like influencer marketing, automation, and AI. These specialist agencies often start with a pilot project, which then grows into long-term contracts, gradually capturing revenue that would traditionally go to the larger networks.

For big agencies, this shift means rethinking how to attract and retain talent. Chantraine suggests a middle ground: building internal communities of specialized skills within the larger agency. By doing so, generalist agencies can offer tailored expertise while maintaining the benefits of scale and resources.

AI as a Creative Assistant, Not a Replacement

The role of AI in agencies is another hot topic. Rather than fearing AI as a job threat, Chantraine views it as a powerful assistant that enhances the work of existing talent across various roles. At Ogilvy, customized AI tools aid in operations, strategy, content creation, and performance analysis. This integration allows employees at all levels—even those not directly involved in creative tasks, like account managers—to leverage AI in their roles.

For Chantraine, AI presents a new frontier, offering agencies the tools to tackle everyday business challenges. It’s less about replacing jobs and more about augmenting the skills of current employees to improve efficiency and creativity.

South Africa: A Strategic Offshoring Hub

Chantraine’s journey with Ogilvy took him from Belgium to South Africa, where he initially set out to launch a local paid media agency. However, he soon recognized South Africa’s untapped potential as a talent-rich market. With skilled professionals in areas like strategy, creative production, and account management, South Africa stands as a top-tier market in advertising.

The country’s advantages go beyond talent. Factors like the favorable exchange rate and lower cost of living make South Africa an attractive, cost-effective destination for agencies worldwide. Over time, Ogilvy expanded its South African team to include content creation, media, intelligence, and even services like healthcare, PR, and SEO, providing a comprehensive suite of capabilities to support its global network.

Building Strong Offshore Partnerships

Chantraine emphasizes that offshoring should be seen as a collaborative relationship rather than a quick fix for structural challenges within an agency. Offshoring partners are not meant to simply “solve” issues that stem from misalignment or ineffective client relationships. Instead, they bring specialized skills to support the local teams, helping them deliver exceptional work.

The success of offshore teams, Chantraine argues, depends on how well agencies integrate these teams into their culture. For instance, Ogilvy’s approach involves treating offshore talent as an extension of the local team. To build a cohesive work environment, they encourage the inclusion of offshore employees in internal communications, such as Slack channels or team meetings, helping them stay connected and engaged with the local market dynamics.

Fostering a Culture of Embedded Talent

Chantraine introduces the concept of “dual citizenship” for offshore teams—where team members work as if they belong to both their home and host markets. This approach shifts the relationship from being purely transactional to one where offshore talents feel fully embedded in the client’s local team. By involving local teams in talent selection and management, Ogilvy creates long-term relationships that foster loyalty, quality, and mutual growth.

He believes true success comes when local markets enthusiastically choose to work with offshore teams—not due to cost-saving directives, but because they see real value in these partnerships. For Ogilvy, the goal is to be more than just another offshore provider. Instead, they aim to be a strategic partner that contributes meaningfully to the creative process.

The Future of Offshoring in a Global Market

With the right approach, offshoring can be a win-win for both the local and offshore teams. As Chantraine explains, Ogilvy has crafted a system where teams in North America or Europe receive a financial margin incentive when collaborating with South African teams. This encourages local markets to explore offshoring, recognizing it as a valuable addition rather than a mere cost-cutting measure.

As companies navigate a landscape increasingly influenced by AI and the growing need for specialized skills, Ogilvy’s approach serves as a model for integrating offshore talent while fostering innovation. Chantraine’s North Star? Ensuring that offshoring isn’t just a solution to profitability challenges but a strategic choice that brings fresh perspectives, rapid delivery, and exceptional quality to every project.

In conclusion, Chantraine’s vision for the future combines the strengths of AI and global talent, with an emphasis on collaboration, integration, and quality. Far from viewing AI as a threat, he sees it as an enabler for agencies to solve modern challenges. Offshoring, when done thoughtfully, provides access to diverse talent and creative excellence. For Ogilvy, and for agencies everywhere, this dual approach promises a sustainable path forward—one that values human talent while embracing the potential of AI.

Reference:

https://www.linkedin.com/company/ogilvy/

https://www.ogilvy.com/