Chris Preston: Pedaling Towards Creative Success in the Age of AI

Chris Preston, partner and chief creative officer at Preston Spire, isn’t your typical ad exec. Sure, he’s got the sharp mind and creative spark you’d expect from someone at the helm of a thriving agency. But there’s something else that fuels his fire, something that sets him apart in a world of suits and slogans: a deep-seated passion for long-distance cycling. This isn’t just a weekend hobby for Chris; it’s a way of life, a source of inspiration, and a key ingredient in his recipe for success in the ever-evolving advertising industry. This is the story of how Chris Preston combines the grit of endurance sports with the demands of leading a top-tier creative agency in the age of AI.

The Power of Pedaling

For Chris, cycling isn’t just a way to stay in shape; it’s his thinking cap, his stress ball, his muse. Whether he’s commuting to the office or embarking on an epic ride across the Minnesota countryside, the open road provides a unique space for creative thinking and problem-solving. There’s a certain “boredom” to endurance sports, a rhythmic repetition that allows the mind to wander and ideas to bubble to the surface. It’s in these moments, miles from the office, that Chris finds clarity amidst the chaos of the advertising world.

And let’s face it, the advertising world can be a pressure cooker. Deadlines loom, competition is fierce, and the demand for fresh, innovative ideas is relentless. Cycling, for Chris, is a much-needed pressure valve. It’s a chance to escape the noise, clear his head, and return to the office recharged and refocused.

Cultivating a Positive Workplace Culture

Under Chris’s leadership, Preston Spire has become known not just for its award-winning work, but also for its exceptional workplace culture. The agency prioritizes employee well-being above all else, fostering a healthy, supportive environment where creativity can flourish. It’s a philosophy that clearly resonates, as Preston Spire was recently recognized as one of Ad Age’s Best Places to Work in .

For Chris, this award holds a special significance, perhaps even more so than the industry accolades piled up on the shelf. It’s a testament to the agency’s commitment to its people, a reflection of the positive and supportive environment they’ve worked hard to cultivate.

Preston Spire: Supercharging Good

So, what exactly is it like to work at this “best place to work” ad agency? Well, for starters, they’re not just slinging slogans and selling sugar water. Preston Spire’s mission, as Chris puts it, is to “supercharge good.” They partner with brands that are making a positive impact on the world, helping them tell their stories and connect with audiences in meaningful ways.

And it’s a formula that’s been incredibly successful. In the past year alone, Preston Spire has experienced a 30% surge in revenue, attracting major clients like Medtronic and the Mayo Clinic. But it’s not just about the bottom line for Chris and his team. As an independent, employee-owned firm, they have the freedom to be more selective about their clients, prioritizing those that align with their values and commitment to making a difference.

Embracing AI with Caution

Now, let’s talk about the elephant in the room, or should we say, the algorithm in the chatroom. AI is everywhere these days, and the advertising industry is no exception. But while some agencies are diving headfirst into the world of AI-generated content, Preston Spire is taking a more cautious approach.

Don’t get me wrong, they’re not afraid of a little tech. In fact, Preston Spire utilizes AI tools for a variety of internal purposes, such as note-taking, storyboarding, and even creating rough visual mockups. However, when it comes to client work, Chris believes in a human-first approach. He’s wary of the ethical implications, copyright issues, and potential legal ramifications of relying too heavily on AI-generated content.

AI’s Impact on the Advertising Industry

Chris is under no illusions about the transformative power of AI. He recognizes that it has the potential to revolutionize the advertising industry, for better or for worse. While AI can automate tasks and increase efficiency, there’s a flip side to that coin. Chris worries about the potential for job displacement, with AI potentially replacing the roles currently held by talented creatives.

But Chris isn’t one to shy away from a challenge. He sees the rise of AI as an opportunity for the industry to adapt and evolve. He encourages his team and fellow creatives to embrace lifelong learning, developing new skills and expanding their understanding of AI-related tools.