Five by Five Global to deliver AI-powered campaigns in seven hours

When Mark Anderson, the former MD of Cheil Australia, took the reins at Five by Five Global’s Australian operations in August last year, few would have predicted the audacity of his latest move. But audacity, it seems, is the currency of creativity in 2025. Anderson is behind a new offering at the indie agency: a seven-hour, AI-powered creative sprint that promises to deliver fully fleshed campaign concepts by the end of the day, with research-ready insights available within 24 hours. It’s a proposition that matches the pace of today's business world—bold, disruptive and undeniably risky.

At its essence, the model weds the lightning-fast capabilities of AI with the interpretive finesse of human creativity, all wrapped in a process that Anderson is quick to describe as “ambitious but commercially viable.”

So, what does a typical day for the seven-hour turnaround look like? Anderson tells Campaign Asia-PAcific that the day begins with a client-led briefing, moves into an intense period of ideation and collaboration, and culminates in polished concepts presented the same evening. A final round of refinements the following morning ensures all outputs are research-ready by midday, with results available shortly after. Sounds like a model designed for the impatient marketer, the innovation-hungry brand, or simply those curious to push the boundaries of creative possibility.

For an industry often criticised for its bloated timelines and opaque processes, Five by Five’s approach is rather audacious and refreshingly lean.

“This isn’t about replacing traditional workflows, but rather about creating an additional option for the right kind of client,” says Anderson. And who is the “right” client? According to him, any organisation, a multinational CMO or a scrappy challenger brand that is looking for agility without sacrificing quality. “Marketers have long been told to test and learn, but the tools to do so quickly and affordably haven’t kept pace with the advice. That’s where we come in.”

It’s not all smooth sailing, of course. The sprint model has its limitations, particularly for global brands operating across culturally diverse markets. Anderson is candid about these constraints. “It might not be directly scalable across multiple markets, but the lessons learned in one region can inform how the process is replicated elsewhere. This is about experimentation, about learning as much as it is about output.”

Experimentation is certainly a theme for Five by Five. In September 2024, the agency staged a now-notorious “AI vs human” creative showdown for its client Carbiz (video below), a campaign that served as both a proof of concept for their AI capabilities and a precursor to the seven-hour sprint model. The event, which pitted human creatives against their AI counterparts on a live brief, revealed what Anderson describes as “enormous value” in the interplay between human insight and machine precision. It sparked the seven-hour sprint idea and cemented the shop's commitment to embracing AI's disruptive potential.

But is the seven-hour hook a game-changer or just a clever gimmick?

Anderson doesn’t shy away from the question. “It’s not for everyone,” he admits. “And that’s fine. If someone sees it as a gimmick, they’re probably not the kind of client who would be curious enough to explore it with us anyway.” The agency, which also operates in London and Los Angeles, is keen to position the sprint as an alternative rather than a replacement for traditional workflows. Think of it as a creative amuse-bouche—bite-sized, fast, and designed to whet the appetite for bigger things.

The potential benefits are clear: cost-efficient idea generation accelerated decision-making, and the opportunity for clients to test the waters with minimal commitment. For smaller brands, it’s a chance to measure the value of agency collaboration versus in-house capabilities. For larger organisations, it’s a way to bypass the often cumbersome agency process and experience the thrill of a creative sprint. “Some CMOs feel like they don’t get to creatively sprint with their agencies anymore,” Anderson says. “We wanted to change that.”

Sceptics may question whether true creativity can thrive under such time constraints, and what about burnout from constantly delivering under such crunched time frames? Anderson is unfazed. “We keep the team small—a strategist, a writer, and an art director. A good night’s sleep, a culture of creative safety and a belief in our talent will see us through,” he believes is enough.

The process may be compressed, but the ambition is anything but.

“We’re not just adapting to AI,” Anderson asserts. “We’re leaning into it, boldly and bravely.”

The agency’s recent work provides a glimpse of what’s possible. In October 2024, Five by Five delivered its first standalone TVC for Hydralyte in three years, marking a bold return for the rehydration brand. The following month, it announced a partnership with HOVERAir, a challenger brand in the drone market. These campaigns, though developed through traditional timelines, reflect the agency’s knack for sharp insights and bold creative execution—the same qualities Anderson insists are at the heart of the sprint model.