In this episode of Talks with Teads, Thijs Muller, CEO of Havas Media Netherlands, sits down with Natalie Bastian from Teads to explore how creativity is evolving in an AI-powered world—and what that means for agencies, brands, and the future of marketing.
Key Insights
AI as a Creative Accelerator, Not a Replacement
Thijs reflects on the duality of AI—its enormous potential and the lingering fear around its impact on human creativity. From automating repetitive tasks to turbo-charging ideation, AI is helping agencies work smarter and faster. But the true opportunity lies in using this technology to make space for more human, more meaningful creative work.
The Human Element Still Matters
Despite AI’s rapid advancement, Thijs is clear: creativity still needs a human touch. “We have a big task at hand to be as human as we can,” he says, pointing out that the emotional intelligence and cultural nuance required in brand building can’t be replicated by machines. Agencies remain critical in translating data and tech into brand stories that resonate.
From Global Vision to Local Execution
One of the most impactful shifts Thijs sees is the operational transformation at Havas. Their “Converged” model unites creative, media, data, and tech under one roof—what he calls the “new operating system” for agencies. This interconnected approach allows for consistent branding across markets while tailoring execution to local nuances.
Measurement Must Catch Up
As marketing becomes more omnichannel, measurement remains a key challenge. Both Thijs and Natalie highlight the fragmentation in cross-screen metrics—from the open web to CTV to out-of-home. Thijs applauds local initiatives in the Netherlands that aim to unify TV, radio, digital, and more into a single audience research framework to better understand how each touchpoint impacts the marketing funnel.
Looking Ahead: Connection is the New Currency
Thijs envisions 2025 as a year where interconnectivity takes center stage—not just in tools and platforms, but in client relationships. For him, the future is about becoming trusted consultants who bridge creativity and performance, global strategy and local impact.
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