E52 | Unlocking AI: How To Pivot To An AI-Driven Business Model | The Amigo Partnership, Mat Kiddie How I Became ...

With over 25 years of experience spanning global network and medium-sized independent advertising, integrated, and digital agencies, Mat brings a wealth of expertise in creative, and digital strategy. Beginning his career as a Senior Account Manager at Ogilvy in the early 2000s, Mat has since climbed the ranks and successfully established and sold his own companies.

Currently serving as CEO of the Amigo Partnership, an integrated creative agency, Mat leads a team dedicated to seamlessly integrating human and artificial intelligence to enhance the effectiveness and efficiency of every stage of the creative process. From commercial insight and creative ideation to emotional engagement and evaluation, their approach ensures deeper, smarter, stronger, and faster commercial impact for their clients.

In this week's discussion, Mat shares valuable insights for business owners, delves into the entrepreneurial mindset and explores the transformative potential of AI in shaping the future of businesses.



We discuss:

- Growing up in a family of entrepreneurs and engineers

- Commencing your marketing career in Australia

- Returning to London and joining Ogilvy

- Contemplating entrepreneurship and launching your own venture

- Building a thriving business, expanding its reach, and eventually selling it

- Experiencing a transformative epiphany while on vacation

- Taking a period of gardening leave for reflection

- Inception of the agency 'Amigo Partnership'

- Achieving a turnover exceeding one million pounds

- Exploring the impact and implications of AI



Chapters:

(00:00:00) Seeking Happiness and a New Beginning

(00:03:51) Influences and Inspiration

(00:07:43) A Fascination with Advertising and Marketing

(00:11:38) Starting a New Agency

(00:15:14) Setting Yourself Up for Success

(00:19:10) Starting a Company: Dreams and Passions

(00:22:59) Taking Calculated Risks and Managing Costs

(00:26:27) Increasing Your Pipeline through Networking

(00:30:35) Building a Boutique Network

(00:34:34) The Calculation for Selling Your Company

(00:38:30) The Moment of Realisation

(00:42:30) Taking a Risk and Exiting the Business

(00:46:25) Reflections on Leaving a Company and Starting a New Venture

(00:50:19) Differentiation and Collaboration in Business

(00:54:14) Highlights from Recent Projects

(00:58:11) Breaking Through Revenue Growth Barriers

(01:02:18) Filling Talent Gaps, Empowering Diversity in the Workplace

(01:06:15) The Goldman Sachs 10ks SB course

(01:10:26) Augmented Creativity and Intelligent Progress

(01:14:29) Understanding your audience and AI integration in business

(01:18:21) Adding Value through AI in the Service Industry

(01:22:32) Advantages and Concerns of AI in Business

(01:26:40) The Machine's Lack of Empathy and Potential Bias

(01:30:51) The Potential Danger of AI-generated Content

(01:34:43) Supporting Children to Live Their Best Life

(01:38:34) The Superpower of Dyslexia



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