2nd September 2025
Mark Figliulo on brand, performance and storytelling in the age of AI
Episode 43
Mark Figliulo
Founder, FIG
Today’s guest is Mark Figliulo, Founder and Creative Chairman at FIG – and if you’re worried about AI’s impact on creativity, then you’ll enjoy his proactive optimism.
From working with legends like Lee Clow to launching one of New York’s most respected indies, Mark’s on a mission to keep creativity relevant – not least by cutting through our industry’s obsession with this brand versus performance.
He explains how his team built StoryData – an AI-powered tool that measures and maps the emotional and visual DNA of campaigns. It proves their work is distinctive, emotional and on-brand, as well as reuniting creative and media, protecting the craft and making sure the brand story stays consistent from start to finish.
At a time of huge disruption, Mark offers a refreshing and practical take on making technology work for creativity – not against it.
HIGHLIGHTS:
[02:14] Being a reluctant optimist
[04:05] How brands thrive in digital
[09:12] Being storytellers for the information age
[13:21] Data vs creatives
[18:09] Automating creative analysis
[26:39] How silos weaken brands
[30:35] Data as creative stimulus
[35:28] The future of AI and creativity
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