AI Creative Specialist (Tech Client)

About WPP Media

WPP is the trusted growth partner for the world's leading brands. With exceptional talent, trusted data and intelligence, and world-class partnerships – all united by our pioneering agentic marketing platform, WPP Open – we help clients navigate change, capture opportunity, and deliver transformational growth.

WPP Media is WPP's AI-driven media operating unit, bringing together media, data, and partnerships to deliver creative personalisation at scale. Connected through WPP Open and powered by Open Intelligence, clients see exactly where, how, and why their media investment is working.

For more information, visit wppmedia.com.

Role Summary and Impact

The Media Futures Group AI Squad is a small, agile, and autonomous innovation team dedicated to charting the course for AI transformation across APAC for one of WPP's most important and strategic global technology clients.

By seamlessly integrating AI across media, creative, and production, this cross-functional squad delivers cutting-edge innovation and pioneering work to deliver more effective and efficient business outcomes.

The team's mission is to solve specific business challenges by delivering demonstrable proof of AI-enabled marketing improvements, providing strategic guideposts for the broader organization.

Utilizing best-in-class tools like WPP Open and Gemini, you will innovate and deliver award-winning creative ideas while building, testing, and scaling solutions that enhance effectiveness, efficiency, and execution for our clients.

The Creative AI Specialist governs the overarching strategy, human psychology, and conceptual validity of the creative output. This highly strategic role ensures that AI-driven ideation connects deeply and meaningfully with the underlying media plan and proven effectiveness methodologies. Your mandate is twofold: you will pioneer Visible AI (crafting consumer-facing AI-led concepts and highly engaging, personalized brand experiences) while equally championing Non-Visible AI (deploying AI to solve complex back-of-house creative challenges, streamline ideation, and automate asset scoring).

Responsibilities:

• Visible AI & Conceptual Strategy: Define core messaging frameworks and consumer-facing concepts, intentionally leaning into proven emotional storytelling levers that can be effectively amplified and scaled through artificial intelligence generation.
• Non-Visible AI & Workflow Optimization: Solve complex back-of-house creative challenges by integrating AI into the ideation and strategy workflows, streamlining how the agency develops, tests, and evaluates creative concepts before they ever reach production.
• Algorithmic Creative Scoring: Utilize highly advanced tools, such as Google Cloud's Video Intelligence API and Gemini Pro Vision large language models, to run automated, algorithmic assessments of generated video advertisements. By scoring assets against the YouTube ABCD framework, you will accurately predict short-term sales likelihood and long-term brand contribution before media budgets are deployed.
• Prompt Architecture & Guidance: Work side-by-side with the AI Producer to strictly guide the prompt engineering process, ensuring every generated variation adheres relentlessly to the ABCDs of effective video creative.
• Strategic Codification: Codify all creative findings into permanent strategic guidelines and publish internal thought leadership documents demonstrating how specific, AI-enhanced creative attributes successfully drive performance metrics across regional markets.

Skills and Experience

• 8 to 10 years operating within high-level advertising, creative strategy, or global brand management, accompanied by a highly visible, proven track record of developing highly effective, globally recognized campaigns.
• Intimate, granular knowledge and practical experience applying the YouTube ABCD framework to digital video creative.
• Advanced proficiency in architectural prompt engineering; the specialist must be capable of crafting highly complex, multi-layered textual prompts that explicitly guide generative models to produce highly specific, calculated emotional and psychological responses.
• A strong portfolio demonstrating both consumer-facing Visible AI campaigns and internal Non-Visible AI workflow optimizations.

Key Competencies

• Master Strategic Storyteller: Possesses a visionary perspective to define conceptual campaign frameworks that leverage the unique capabilities of generative AI.
• Deeply Data-Informed: Possesses the unique analytical ability to deconstruct complex video assets into their component psychological parts and rapidly optimize them for algorithmic performance.
• Cross-Functional Leadership: Demonstrates the ability to inspire and manage highly skilled technical and creative teams, seamlessly translating between the highly subjective language of artistic direction and the coldly objective language of data analytics.

Life at WPP Media & Benefits

Our passion for shaping the next era of media is powered by our commitment to Be Extraordinary, investing in our employees to inspire transformational creativity. We also Lead Optimistically, firmly believing in and Championing Growth and Development for every individual. This commitment allows WPP Media employees to leverage the extensive global WPP Media & WPP networks to pursue their passions, build vital professional connections, and learn at the cutting edge of marketing and advertising.

We Create an Open environment built on trust and respect, where everyone feels they belong and has opportunities to progress. This inclusive culture is fostered through a variety of employee resource groups and frequent in-office events showcasing team wins, sharing