#15 Reinventing creativity with AI - Onur Kece, The Refreshment Club

Onur Kece, founder and Chief Creative Officer of The Refreshment Club, joins Margot Bletterie to share how AI is radically changing creative work and why it’s time to stop fearing it. With over 20 years in advertising, Onur breaks down how his agency uses generative AI not as a replacement, but as a creative amplifier. From fast-moving cultural campaigns to ethical dilemmas, this episode is a masterclass in AI-powered marketing for those who care about original, disruptive work.You’ll learn: • How The Refreshment Club uses AI across strategy, ideation, and execution • Why “topical advertising” helped generate a ROI for their in-house brand Heimstone • How to make generative AI work without losing creative originality • Why creative teams must shift from content factories to insight-driven storytelling • What skills marketers need to stay relevant in the AI era • Why the best ideas still come from humans—and how AI helps bring them to lifeChapters:00:00 Introduction 01:15 Why creatives fear AI—and how to overcome it 06:30 AI-powered 360 marketing 10:40 The real power of AI in insights and ideation 14:10 AI ethics, originality, and consumer perception 19:00 Building reactive, culturally relevant campaigns 24:00 Team structure and evolving creative roles 29:00 Advice for creatives: how to start with GenAI 33:30 Why AI puts creativity back in the spotlight Learn more about Onur Kece: https://www.linkedin.com/in/onur-kece/School of Future Fundamentals: https://sff.therefreshment.club/The Refreshment Club: https://therefreshment.club/Subscribe to The AI Social Club Podcast for more conversations with AI leaders: • Website: https://www.thesocialclub.ai/ • Spotify: https://open.spotify.com/show/7d3XmTgIhXqim1r63a1yWH • Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ai-social-club/id1793045703 • LinkedIn:https://www.linkedin.com/in/margot-bletterie/https://www.linkedin.com/company/the-ai-social-club/💡 If you found this episode insightful, please like, share, and comment, it helps spread these conversations further!-You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !You would like to be a sponsor of the AI Social Club? Contact us on LinkedInWe are on:LinkedIn: https://www.linkedin.com/company/the-ai-social-club/Instagram: https://www.instagram.com/theaisocialclub/Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/ Hosted on Acast. See acast.com/privacy for more information.