Company emotion

It was our Christmas away day this week and as we sat around a table in the country and I looked around the table, I was comforted by many things, but one in particular.

Borkowski has retained the heart of its culture throughout all the change and technological advances around us. We are a company based on creativity and bravery, but also and perhaps most importantly, on loyalty and commitment and, this is the bit I am most proud of - that quietly what we have always delivered, we are still delivering - news campaigns that actually have an impact. That’s all I am saying. We have survived 2018 without saying disruption too many times or badass and we haven’t become futurists either. We deal in the reality of here and now.

That doesn’t mean we don’t keep an interested eye on the future though, on all the developments in AI, voice technology and data advancements , but we just believe that real creativity and a commitment to that is the one thing that has always underpinned it all and you can’t replace that, because humans are unpredictable! Artificial intelligence must still learn to accommodate both the subjective and objective and that of course is about the unpredictable and irrational and an understanding of how things move us emotionally.

As I hear more and more about data and how impressed and reliant campaigns are becoming on its calculations, I see how we are not so impressed by the ability to see new possibilities and make crucial connections.

Actually I leave you with Robert Barancik:

Robot hands and silicon hearts

A corporate world of standard parts

Where are the scholors and lyric souls?

Learning basic or on the dole.