The mere act of being curious—daring to ask questions, actively listening, wondering why—is an important mental workout that helps marketers adapt more quickly to new challenges and overcome roadblocks. And the most successful marketers turn curiosity into a superpower, helping identify the insights, audiences and opportunities that others might dismiss. What can you do to […]
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At the 2025 Predictions event run by The Drum in February, Tony Walford was asked what he thought the year would bring for the agency landscape. His response was two things: further consolidation and this will be the “year of the indie”. Whilst we will see various agencies come together (not just Omnicom/IPG, but think Bauer/Channel […]
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Generative AI is transforming marketing and advertising. With generative AI, advertisers can unlock productivity, unleash creativity, and uncover insights—ultimately up-leveling performance. You can iterate on complex creative campaigns, discover audience insights to increase engagement, and manage day-to-day work and repetitive tasks more effectively. The true power of AI comes from its ability to serve as […]
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The concept of a brand book as the “definitive guide” to a brand’s identity is outdated. Cultural, societal, economic, and technological shifts are happening at Mach 10, and consumer behaviors are evolving just as quickly. Brands can no longer rely on a static, one-dimensional narrative. Over time, brand interactions have evolved—from simple corporate identities to dynamic […]
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The way people like to be entertained has changed. Their viewing habits are increasingly migrating online, with digital consumption growing by over 30% globally in 2021. In a streaming world, people can select from seemingly endless amounts of content on an ever-growing number of platforms. The explosion of choice is driven by creators, who have found […]
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Many brands struggle with measurement—a challenge that brings with it very real costs. According to BCG, inaccurate measurement results in a 65% higher cost of acquisition. On the flip-side, brands with measurement maturity see a sales lift of as much as 60% and a 10-fold increase in return on ad spend (ROAS). Far from a […]
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