BBH London Appoints Jamie Field as Head of Creative Innovation and AI

​BBH London has appointed Jamie Field to the newly created role of head of creative innovation and artificial intelligence.

Reporting to Stephen Ledger-Lomas, Jamie will be the point of call for all things AI within BBH. He will be responsible for driving evangelism, adoption, and innovation across all BBH teams, and play a key role in upskilling teams, ensuring they stay ahead of the latest AI tools and trends, while integrating cutting-edge AI solutions into creative workflows.

Jamie has over 20 years experience in TV and video production for brands including American Express, LEGO, Samsung, and Jaguar Land Rover. In 2012, he co-founded and built international production company Topline Film, which was sold to Definition in 2021.

Jamie's focus before joining BBH was on how AI can strengthen creative teams without eroding craft. He built and mentored a high-performing team within Definition, driving business growth and championing gen AI adoption across the business.

“I am genuinely excited to join BBH,” Jamie says. “It’s an agency that takes originality and craft seriously, which means the real challenge isn’t adopting AI fast, but adopting it well.”

He cautions that AI isn't inherently creative, noting that much of the industry's focus has been on efficiency and convenience. “The danger zone lies in being seduced by the convenience at the expense of the creative,” he told LBB. “For the foreseeable future, the best results will always come from brilliant people. Some of them will use AI as an aid, others will not. But human craft remains the difference between good work and slop.”

Jamie believes that generating with AI shouldn't be viewed as a singular role, but rather a tool that can be embraced by diverse talents. “Work that sets the standard can come from many different places,” he said. “Some established creative directors have found a new outlet via AI. Equally, designers have embraced it with real effectiveness. The job title matters less than judgement. The people producing the strongest work bring deep creative experience. That experience allows them to articulate intent clearly, nudge the AI in the right direction and critique the output with confidence.”

To avoid blandness in output, Jamie emphasises the importance of understanding the underlying systems. “We’ve never seen anything like AI before. It’s easy to fall for its charms and be impressed by how fluent and confident its output sounds. And that’s where blandness creeps in,” he said. “So the first lesson is to understand how the system actually works. Once a creative has a handle on how AI generates responses, what it’s optimised for and where it tends to fail, they naturally become more critical. They stop accepting output at face value and start treating it as raw material. That’s the mindset shift that protects the work.”

Drawing on his own experience, Jamie notes that while equipping people with skills is foundational, the real breakthroughs come from a culture of experimentation. “The test and learn approach has produced some very impressive results but it’s also produced some dramatic failures,” he said. “Many clients that initially saw AI as a cost cutting opportunity, have come full circle back to needing the human touch. Equipping people with the knowledge, skills and guardrails to use AI intentionally is a good solid foundation, but the real magic is when you create a culture of experimentation, because the breakthroughs often come from unexpected places.”

While cost savings are inevitable, Jamie argues that the primary goal should be expanding creative possibilities. “The first instinct when you encounter AI is often to chase efficiencies. That’s understandable, but it’s not where the long-term advantage sits,” he said. “The real advantage comes from using existing budgets to unlock creative that was previously unfilmable, unaffordable or simply impossible to achieve. The companies that focus on production savings may win in the short term, but they risk falling behind those using AI to expand what’s creatively possible.”

Stephen Ledger-Lomas, chief production officer at BBH added: “We are thrilled to welcome Jamie to BBH. His appointment marks a significant step forward on our AI journey, and we look forward to drawing from his expertise when it comes to how we can best integrate new tools into the creative and production process.”