GUT Promotes Christian Pierre to Global Chief Intelligence Officer
GUT has announced the promotion of Christian Pierre to global chief intelligence officer. In joining GUT’s global leadership team, he will work across the agency’s ten offices around the globe and lead all technology efforts both internally and with clients, including AI, data, and emerging technology initiatives.
Christian started his career at GUT in its Buenos Aires office in 2018, where he led regional and global digital campaigns for brands such as Coca-Cola, Sprite, Mercado Libre, Stella Artois, NotCo and Michelob Ultra, among others. Throughout his tenure he has been instrumental in driving new business as well as organic growth and facilitating the network’s global expansion. Prior to GUT, he led the data and marketing sciences departments at Wunderman and R/GA, and worked on multiple brands including Disney, Nike, Metlife, Western Digital, Patagonia beer and Falabella.
“We believe data is nothing without gut, and that the most powerful, effective work blends data-backed insights with human-powered intuition and creativity,” said global CEO Andrea Diquez. “Christian has not only helped shape the data and intelligence practice across the agency, but has been instrumental in shaping award-winning campaigns that harness emerging technologies – such as The Artois Probability and Handshake Hunt. We’re thrilled to recognize Christian’s contributions to GUT and empower him to continue leveraging data and tech to create breakthrough work across the network that drives business growth.”
Christian led efforts to launch two major AI initiatives in 2024: The first was GUT Unprompt: the first prompt-less generative AI platform dedicated to finding and serving insightful facts to spark creative ideation. The AI scouts the internet and identifies interesting data points, condenses them as short facts, and serves them to the team daily without having to search or direct the platform in any way. Instead of suggesting ideas, it curates unexpected facts to help ignite creative thinking. The other is GUT AI Personas: custom, 'synthetic twins' of clients’ customers. The model leverages a meaningful mix of data (including brand first party data, ad hoc research, social listening, and consumer behaviour) with a custom LLM that solves some biases that popular LLMs have (eg, the 'positivity bias'). Importantly, the personas are connected to the internet allowing teams and clients to act on current trends, events, and information. The ever-growing list of use cases for GUT AI Personas includes ideation, brand perception, pre-testing, influencer and partnership matching, consumer journey mapping, crisis prediction, and more. As a result of these initiatives, GUT and its clients have already seen a tangible impact on the agility and quality of their creative work.
“When I first started working at GUT, the team was made up of six people in a coworking space. To see the agency grow from a start up to a global network with ten offices all around the world and work with iconic, culture-shaping brands has been incredibly rewarding,” said Christian. “In this new role, I look forward to partnering with clients, creative, strategy, brand leadership, communications, and operations teams to deliver era-defining creativity.”
Christian has been based in GUT Miami, the agency’s global headquarters, since 2022 and will lead the data and technology teams across the network’s 10 offices worldwide.
