#15 Reinventing creativity with AI - Onur Kece, The Refreshment Club

Onur Kece, founder and Chief Creative Officer of The Refreshment Club, joins Margot Bletterie to share how AI is radically changing creative work and why it’s time to stop fearing it.

With over 20 years in advertising, Onur breaks down how his agency uses generative AI not as a replacement, but as a creative amplifier.
From fast-moving cultural campaigns to ethical dilemmas, this episode is a masterclass in AI-powered marketing for those who care about original, disruptive work.

You’ll learn:
• How The Refreshment Club uses AI across strategy, ideation, and execution
• Why “topical advertising” helped generate a ROI for their in-house brand Heimstone
• How to make generative AI work without losing creative originality
• Why creative teams must shift from content factories to insight-driven storytelling
• What skills marketers need to stay relevant in the AI era
• Why the best ideas still come from humans—and how AI helps bring them to life

Chapters:
00:00 Introduction
01:15 Why creatives fear AI—and how to overcome it
06:30 AI-powered 360 marketing
10:40 The real power of AI in insights and ideation
14:10 AI ethics, originality, and consumer perception
19:00 Building reactive, culturally relevant campaigns
24:00 Team structure and evolving creative roles
29:00 Advice for creatives: how to start with GenAI
33:30 Why AI puts creativity back in the spotlight

Learn more about Onur Kece:   /   
School of Future Fundamentals: https://sff.therefreshment.club/
The Refreshment Club: https://therefreshment.club/

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