Leeds agency, Begin, has announced a “major strategic move” with the appointment of Wolf Groom as its new AI Director.
It will see Groom’s AI studio and learning platform, WaviBoy studio become integrated into Begin and Groom will become a shareholder.
“Wolf doesn’t just understand AI, she helps shape where it’s going next. Her addition to our senior team is more than symbolic. It’s a signal,” said Richard Groom, Agency Director at Begin.
“We’re not here to play catch-up, we’re here to set the pace. And while working with my daughter will be wild, and let’s be honest, challenging, I wouldn’t want anyone else pushing our thinking harder.”
Wolf Groom’s remit will be to focus on embedding “advanced AI-driven creative processes into the heart of the agency’s brand strategy and delivery.”
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“Helping take Begin’s AI capability from strong to world-class is exactly the kind of challenge I live for,” she added.
“Bringing WaviBoy Studio into the heart of this agency, where strategy, design, creativity and performance already fire on all cylinders, gives us the tools to build ideas that truly shift the game. This isn’t just exciting, it’s the future of brand creation. And I’m ready to help lead it.”
WaviBoy Studio, which counts Google Pixel and Adobe amongst its clients, will continue to operate as an AI training and production business in its own right.
