Case Study: Huge — Eskridge.

Case Study: Huge.

Identifying new AI-powered revenue streams and margin expansion opportunities

Challenge

Huge, a leading digital agency under IPG, faced significant headwinds in maintaining its market position due to broader industry trends and the commoditization of digital CX. The arrival of generative AI offered a pivotal opportunity for Huge to redefine its offerings and regain its competitive edge.

Despite early efforts, the agency struggled with organizational fragmentation, leading to suboptimal utilization of AI tools and inconsistent adoption across the agency. Huge needed a structured approach to identify high-impact AI use cases, develop a focused and cohesive AI strategy and ultimately ensure consistent implementation throughout the organization.

Solution

Eskridge began with stakeholder interviews to align on goals, gather starting points for potential use cases and establish a baseline for improvement. These interviews, along with a review of Huge's financial and operational data, helped pinpoint strategic AI opportunities.

Two flagship use cases were identified after a rigorous prioritization process. The first was a new AI-powered client offering that could deliver up to 187% in ROI in the first year. The second focused on internal workflows and was projected to drive 86% ROI through margin expansion. We also recommended a new, streamlined organizational structure to enable Huge to more efficiently pursue these two use cases.

“Eskridge’s collaborative approach, top notch experts, and tangible results made them an invaluable partner in helping us shorten time to value for our AI initiatives.”

— Jon Judah, Chief Strategy Officer

Results

The AI strategy developed by Eskridge provided Huge with a clear and actionable path to rapidly adopting AI in meaningful ways across the agency. The strategic clarity and organizational recommendations enabled Huge to more quickly build internal fluency and expertise in AI, which they could then offer to their clients as a new, differentiated service.

Overall, Eskridge’s strategy positioned Huge to effectively capitalize on AI-driven opportunities, driving growth and sharpening its competitive edge in the constantly shifting digital agency landscape.

Case Study: Huge.

Streamlined creative production by implementing an AI-powered image outfill & cropping automation tool.

Challenge

Huge sought to revolutionize its approach to digital advertising for a global automotive brand. The challenge was rooted in the increasing client demand for personalized, high-quality ad creative at scale.

Manual resizing of assets for various online advertising formats was particularly time-consuming, taking production designers up to 4 hours per asset. With nearly 100 campaigns per month, the need for a more efficient solution was obvious. Huge partnered with Eskridge to explore the application of generative AI to automate ad creative processes, aiming to enhance productivity and reduce operational costs.

Solution

Eskridge developed a pilot AI system leveraging generative AI, specifically Stable Diffusion, to automate the creation and resizing of digital ad creatives for the automotive brand. This human-in-the-loop AI system was designed to ingest raw images and generate various ad units according to IAB standards.

The pilot required multiple phases, including technical and data discovery, architecture definition and AI implementation. The tool was built to work across a range of resolutions and to generate multiple image options simultaneously. Controls to adjust temperature and guide image generation with text prompts were also incorporated. Finally, we established a process for human review and regeneration when necessary.

Results

The AI pilot demonstrated significant efficiency gains, reducing the time required for resizing ad creatives from hours to mere seconds, with a 95% usability rate for typical outputs. This dramatic improvement not only increased the agency’s throughput, but also freed up its designers to focus on more creative and strategic tasks.

The successful implementation of the pilot not only highlighted the broader potential for AI-driven tools within Huge, but also deepened the agency’s experience with AI and paved the way for similar use cases. As a result of this pilot, Huge was able to reduce operational costs while also positioning itself at the forefront of AI innovation.