It’s been a challenging and exciting year for performance marketers. Despite shifting privacy and macroeconomic headwinds, performance advertisers have an immense opportunity. Meta is already seeing brands evolve and rebuild their attribution models to fully embrace the third era of ads where privacy and performance can coexist. Third-party cookies—long the mainstay of performance advertising—are becoming […]
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Remember when Elon Musk explicitly told advertisers that he didn’t care if they left X? Don’t worry if you’re struggling to recall the incident in late 2023. That was so many news cycles ago, and it seems rather quaint compared to recent social media headlines, like the ticking clock on Gen Z’s favorite platform. The fact is […]
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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The concept of a brand book as the “definitive guide” to a brand’s identity is outdated.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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