June 2026
Marketing Is Moving Beyond the Message
IN PRACTICE | The Cases Shaping Marketing Now What five award-winning campaigns reveal about the future of marketing. At first glance, these examples seem unrelated. Different countries. Different categories. Different audiences. Different objectives. Yet together they reveal something important: Marketing is moving beyond the message. Across this year’s highest-scoring Internationalist Award winners, the most innovative […]
The Hidden Cost of Global Marketing
The Big Idea Is Only as Strong as the System That Delivers It. Global brands have never invested more in creating big ideas. Brand platforms are centralized. Creative systems are increasingly sophisticated. Campaigns are built to travel across markets, formats, platforms, and channels. Strategy is aligned. Guidelines are documented. Master assets are approved. And yet, […]
When AI Becomes a Cost, Not a Capability
Most organizations don’t struggle with a lack of ideas.They struggle with the discipline to turn those ideas into decisions. AI has amplified that gap. What begins as exploration too often becomes a permanent state—an ongoing series of pilots, tests, and initiatives that never quite reach production. Investment continues. Progress is reported. But meaningful outcomes remain […]