IABC Ottawa 2024-2025 Season Opener

Nov 17

On Tuesday, October 22, we kicked off our 2024-2025 season with a lively in-person event at Parle by Viet Fresh. The event brought together Ottawa’s communications and marketing professionals for an evening of reconnection, learning, and networking. The speaker of the night was Craig Lobban, Creative Director at Banfield, who delivered an insightful and engaging presentation on how AI is transforming the creative process.

Key Takeaways

Craig, with over 15 years of experience working with top brands like Bell Canada, Kinaxis, and Schneider Electric, walked us through how generative AI is shaping the future of creative ideation. His talk, “Creative Ideation in an AI World,” showed us how tools like Google Gemini, ChatGPT, and Gen-3 Alpha by Runway can be used for quick brainstorming—whether it’s generating text, images, or even video content. However, “What can’t AI accomplish? How does it affect our professional lives?” Craig asked. He was clear that while these tools are helpful for getting started, they can’t replace the human touch when it comes to crafting meaningful, impactful campaigns. Craig highlighted a key message: AI is a powerful tool, but it cannot replace the spontaneity and emotional depth of human creativity, so don’t be afraid to think like a child or to have many crazy ideas in mind!

We left with a clear understanding of how AI can boost our productivity, especially with tasks like content creation, visual design, and ideation. He also touched on the importance of being mindful of data privacy, transparency, and legal considerations when using AI tools—things we’ll need to watch closely as AI becomes more integrated into our work.

A Great Start To Our Season

The event was a wonderful way to kick off our season, leaving us with fresh perspectives on how to embrace AI in our workflows without losing the creative spark that makes our work unique. With drinks, light bites, and plenty of time for conversation, it was also a fantastic opportunity to meet fellow professionals and catch up with old friends.

We’re excited for what’s next—stay tuned for more events as we continue to explore the latest trends and challenges in communications!