New CAA and Ogilvy Platform Will Scale Advertising with Digital Copies of Stars

Ogilvy and the CAA agency have launched the joint platform ECHO for creating advertising materials with digital representations of celebrities. The system integrates with standard post-production tools and utilizes the CAA Vault database—a repository of digital likenesses, voices, and intellectual property of clients who have agreed to participate.

According to the companies, a short shoot of eight to 10 advertising materials can yield 30 to 50 ready-made versions, including those adapted for TikTok trends. This approach can reduce costs by up to 75% and accelerate ad preparation, though each piece of content must be approved by the celebrity themselves. Automated checks compare the generated content with contract terms and brand safety requirements.

All consumer-facing materials will display the watermark '[Celebrity Name] Approved | Recreated with AI.' CAA has not disclosed which of its well-known clients have agreed to participate in the project. The companies position ECHO as an infrastructure for the voluntary use of digital copies of celebrities in advertising amid ongoing concerns about deepfakes and unauthorized AI applications.