For us, effectiveness goes far beyond clicks, views, or lift reports. We define effective creative as work that moves people and moves the brand forward. In simple terms: Remarkable work that works remarkably. Remarkable means it has a soul. Strategically grounded in the brandās truth Emotionally resonant enough to be...
According to the World Advertising Research Center, 41% of agencies still bill by the hour. Only 24% of marketers want that model. That gap says a lot. As AI speeds up production and automation reshapes workflows, billing for time makes less and less sense. Should a client pay...
Thereās real wisdom in finding a great coach or teacher. But thereās even greater wisdom in becoming a great learner. When weāre truly open to learning, teachers start showing up everywhere. Not just in books, podcasts, and in posts like this one. The person checking out your groceries can...
Every time a new report drops on the state of retail or luxury, I pause before opening it. Not because I expect surprises, but because the numbers always reveal a deeper story about how people are changing. The recent Forbes piece on declining luxury brand valuations...
For as long as Iāve been in marketing, Iāve heard the same warning: media is fragmenting. Every new platform, app, and device supposedly splits audience attention into smaller and smaller pieces. But when I look at the data and at real human behavior, I see something...
Itās a question Iāve been asking myself for decades. Not just about projects or clients, but about learning itself. For most of my working life, Iāve been on a quest to understand what truly makes the work better. That journey led me deep into the worlds of...
Thereās a theory worth exploring: each social group online, whether political, cultural, or professional, feeds itself through algorithms that mirror its beliefs. Within these bubbles, the way to gain more social acceptance is to go louder, bolder, and often, more extreme. āFakeā sells because itās...
Most marketing teams post and hope. The top brands post with a system. Thatās the real difference between random visibility and reliable revenue. Content isnāt a lottery where you buy tickets (posts) and hope one goes viral. Itās a funnel, a structured process designed to move people from...
In a marketplace overflowing with channels, algorithms, and endless digital noise, itās tempting for executives to chase the newest shiny platform. But the data tells a different story. When it comes to driving overall marketing performance, no medium multiplies impact like television. A Kantar study revealed...
How do you tackle an impossible brief? With culture. Let me explain with a story I love. In the late 1950s, Britain faced a fuel crisis. Petrol was rationed, and the public abandoned big cars for smaller ones. Leonard Lord, head of the British Motor Corporation, gave his team...