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Five Guys chooses Mirimar as creative AOR to share its story and go beyond word-of-mouth. Highlighting the burger chain's cult-like following will be central to future creative campaigns. 4 hours ago ADWEEK House: Advertising HQ brings the people shaping advertising, commerce, and media together for four days of unscripted conversations and after-hours connections. Meet Meettool in Midtown, Oct. 5-8. Five Guys has named Mirimar its creative agency of record as it embarks on a new, more social marketing era. Known for its cult-like following and aversion to advertising, the burger joint is now ready to tell its story to a wider audience and bring new business through the door, according to Five Guys chief commercial officer Navin Sharma. The independent agency will produce creative for the North American market, with plans to expand to other markets later, Mirimar co-founder and CEO Luke McKelvey told ADWEEK. Five Guys also tapped Canvas Worldwide as its new media agency of record in August. Christopher Cicchiello is ADWEEK's agencies reporter. Previously, he was on the breaking news assignment desk at NBC News in Washington D.C., where he earned an Emmy nomination for his 2024 election coverage. His byline has appeared in NBC News, TODAY, Quincy News, The Times Union, and The Daily Orange. Recommended videos

AI is smart, but it still needs an adult in the room: Canvas Worldwide's Anita Patil-Sayed. 4 Aug 2026 / Rob Williams AMENIA, N.Y. - Artificial intelligence may be churning out marketing insights faster than a coffee machine at Cannes Lions but Anita Patil-Sayed isn't ready to hand it the keys just yet. Speaking with Beet.TV contributor David Kaplan during the Beet Retreat Berkshires, Patil-Sayed, managing director and head of advanced analytics and measurement at Canvas Worldwide, offered a refreshingly grounded message for marketers drowning in dashboards, AI-generated recommendations and enough measurement methodologies to make anyone nostalgic for simpler times. Her advice? Stop obsessing over whether AI produced the answer and ask a far simpler question. "It's about what is the business question that we are trying to address? That is the most important," Patil-Sayed said. It's a remarkably practical response in an industry that sometimes treats every new algorithm like it just descended from a mountain carrying stone tablets. Instead, she argues that AI deserves different levels of scrutiny depending on what's at stake. Using it to optimize a campaign? Fine. Using it to steer a major strategic investment? That's where everyone should slow down and start asking uncomfortable questions. Garbage in, AI out. Patil-Sayed repeatedly returned to a point that's becoming almost unfashionable amid all the AI excitement: data still matters. Actually, it matters more than ever. "AI is just sitting on top of data, but what is the data?" she asked, urging marketers to examine whether information is comprehensive, representative and current before trusting any recommendation. That's less glamorous than talking about large language models or agentic AI. Unfortunately for conference keynote writers, it's also how real decisions get made. She suggested validating AI recommendations against other evidence, business context and additional measurement sources rather than assuming an algorithm must be correct simply because it arrived wrapped in mathematical confidence. Canvas Worldwide's role, she said, is helping clients separate genuine insight from statistical wishful thinking. Transparency isn't reading the source code. Kaplan asked whether marketers really need transparency into increasingly complex AI models. Patil-Sayed's answer was essentially: not really. Clients aren't demanding access to every line of code, she said. They're asking a much more useful question. "Should I trust this recommendation that you're asking me to act on it?" For her, transparency isn't reverse engineering algorithms. It's understanding the data behind them, the assumptions being made, the validation process, attribution windows, limitations, governance and privacy protections. In other words, marketers don't need to inspect the AI's brain. They need confidence that it isn't making expensive guesses. That also means ensuring recommendations rest on properly governed, permission-based data instead of information that wandered in from somewhere legally adventurous. Trust grows. Mistakes scale. One of Patil-Sayed's strongest observations may also be the least comforting. "Trust isn't binary. Trust is earned over time," she said. The problem is AI doesn't patiently earn trust. It scales. Good recommendations spread quickly. Bad recommendations spread just as quickly. That's why she believes validation and governance become even more important as AI accelerates. Poor assumptions hidden inside a fast-moving model can create bad business decisions at industrial speed. In fact, Patil-Sayed admitted that's exactly what keeps her awake. Fortunately for her clients, insomnia apparently counts as quality assurance. Making sense of measurement chaos. If media fragmentation used to be marketers' biggest headache, Patil-Sayed believes measurement fragmentation has gladly accepted the promotion. Today's marketers juggle marketing mix modeling, incrementality testing, attribution, brand lift studies, platform analytics and AI-generated insights, each answering different questions. Rather than forcing every methodology into one magical metric that promises to explain the universe, Canvas focuses on synthesizing them into a coherent narrative. Data storytelling becomes the bridge. Each measurement tool contributes evidence from its own perspective, while analysts interpret how those pieces fit together to support actual business decisions. AI helps accelerate that synthesis by processing massive volumes of information far faster than humans could manage alone, she said. Humans still have a job. Perhaps the most reassuring moment came when Kaplan asked where people still fit into increasingly automated measurement. Patil-Sayed's answer probably disappointed anyone hoping AI would replace every analytics meeting. "As AI becomes more capable, we need more human judgment to keep it within its guardrails," she said. Canvas organizes its AI strategy using what it calls a Hero-Hub-Hygiene framework. "Hygiene" automates repetitive tasks like gathering data, interrogating dashboards and detecting anomalies. "Hub" democratizes insights by putting analytics into the hands of strategists and activation teams instead of keeping them trapped inside analytics departments. "Hero" uses AI to create strategic advantages through advanced measurement capabilities. Throughout all three layers, Patil-Sayed emphasized one principle that may become increasingly valuable as AI capabilities expand. Canvas embraces AI, she said, but "we're not outsourcing human judgment." AI supports decisions. It doesn't replace the people responsible for making them. For an advertising industry currently trying to decide whether artificial intelligence is a miracle worker, an intern or both, that's probably the healthiest conclusion of all. You're watching coverage from Beet Retreat Berkshires 2026. For more videos from this event, please visit this page.