Ogilvy Launches ECHO to Scale Generative AI Advertising

Ogilvy has announced the launch of ECHO – a consent-first AI platform designed to transform single celebrity and ambassador production shoots into live, real-time creative content systems. 

Developed under Carol Reed, Ogilvy’s Global Chief Innovation Officer, ECHO has established the industry’s first enterprise trust and governance framework, to help global brands scale high-craft generative advertising while still protecting talent rights and IP.

“Ogilvy has always delivered iconic work by combining creative ambition with commercial impact,” says Laurent Ezekiel, Global CEO of The Ogilvy Group. 

“With ECHO, we are solving the fundamental tension between speed, scale and trust in the AI era. 

“By pairing Ogilvy’s creative ingenuity, CAA’s world-class clients and leadership in responsible AI and WPP’s enterprise scale, we are giving our clients unprecedented competitive advantage – allowing them to lead culture in real time with total trust and uncompromised craft.”

Capitalising on the endorsement market  

According to Ogilvy, celebrity and athlete endorsements represent a US$25bn annual global market – but assets from these endorsements are not always used to their full potential, with traditional production workflows often leaving brands without assets for long stretches of time. 

At the same time, talent faces rising risks from unauthorised deep fakes and unmanaged AI media, while brands are dealing with a lack of consumer trust around AI-based content. 

ECHO is looking to tackle these problems. 

Through a partnership between WPP and the Creative Artists Agency (CAA), ECHO will use verified talent scans stored in the CAA Vault alongside its creative activation engine to allow brands to generate localised, platform-native extension assets from a single hero shoot – backed by contract protections and mandatory talent sign-off on every asset before publication. 

The result? Real-time, culturally relevant campaign assets that maintain strict, human-led creative oversight. 

“ECHO (powered by WPP Open) establishes a new order of enterprise trust and governance framework that enables global brands to scale high-craft generative advertising while protecting talent rights and IP – giving our clients the scale and speed of asset creation they need to play in culture and while ensuring their celebrity and athlete partners have control over their image at every turn. And ultimately making sure consumers know they can trust what they see,” says Laurent.

‘By creatives, for creatives’

According to Ogilvy, ECHO has been designed ‘by creatives, for creatives,’ offering platform features and core capabilities such as consent0first governance, scaled ROI and campaign reach and verified AI watermarking. 

The software can expand a traditional eight to 10 asset shoot into approximately 30-50 media-ready assets – ready for real-time cultural moments, multi-market locations and platform-specific formats. This, Ogilvy suggests, could reduce the average cost-per-asset by up to 65-75%.

“Trust in advertising has always come from two things: someone you believe and an idea worth believing. AI has challenged both,” says David Raichman, ECD, Global AI Creative Lead for The Ogilvy Group. 

“ECHO puts them back together: the talent’s consent on every asset, and a creative idea strong enough to deserve it. That’s the next frontier of content: more of it, faster, and – for the first time – more trusted, not less.”

Who are Ogilvy and WPP’s key partners?

Ogilvy and its parent company WPP work with several industry leaders, including: 

• Google: WPP and Google's partnership is a 5-year co-innovation agreement to embed Google's frontier AI models and cloud infrastructure directly into WPP Open, WPP's marketing operating system.
• Adobe: WPP and Adobe expanded their global partnership in February 2026 to integrate Adobe's AI and content platforms with WPP’s agentic marketing platform, WPP Open.
• TikTok: In 2025, Ogilvy became one of the first large integrated creative agency networks to secure TikTok’s Marketing Partner Badge in the Creator Marketing Specialty. 
• Microsoft: The partnership between Microsoft and WPP is a long-term collaboration combining Microsoft's cloud and AI tools with WPP's global advertising and marketing network.