ARTICLES
When Global Reach Is No Longer Enough
As multinational B2B marketers confront regionalization, AI and increasingly complex growth challenges, Tony Riley, President and CEO of MX, believes the future of agencies may depend less on their size than on their ability to solve the right problems. For decades, the promise of global marketing was built around scale. Multinational companies wanted consistency across […]
Joanne Davis: Walk in the Other Guy’s Shoes
Why seeing the marketing, procurement, and agency triangle from all three sides matters. For decades, the marketing industry has talked about improving the client-agency relationship. Joanne Davis thinks we may have been leaving someone out. In her new book, Walk in the Other Guy’s Shoes: 25 Lessons for the Marketing, Procurement, and Agency Triangle, Davis […]
What 50 Years of Habitat for Humanity Can Teach Us About Building a Brand That Endures
Some brands endure because they protect what made them recognizable. The strongest endure because they also keep expanding what that promise means. Mention Habitat for Humanity and an image appears almost immediately. Volunteers. Hammers. A house taking shape. People working side by side with the family who will call it home. Few organizations—commercial or nonprofit—have […]
When Efficiency Becomes Easy, Difference Becomes Scarce
After 17 years of studying what makes brands meaningful, Havas’ Mark Sinnock is asking a different question: What makes them worth choosing… and, in an age of AI abundance, worth choosing again? Marketing has never had more ability to make more things. More content. More personalization. More optimization. More precise targeting. More interactions across more […]
WHAT SHOULD BE ON YOUR RADAR NOW?
Events, dates, places to be—and a few global moments you might not expect. Bookmark this article. You may want it again. In case September disappeared while you weren’t looking… September has a way of doing that. New York managed to squeeze the US Open, Fashion Week, the UN General Assembly and Climate Week into a […]
Why Are We Still Trying to Fix the Client-Agency Relationship?
Marketing, procurement and agencies agree on more than you might think. So why do the same problems persist? For an industry obsessed with change, marketing has a remarkable ability to keep returning to the same relationship problems. Briefing. Communication. Compensation. Trust. Transparency. Respect. The meaning of partnership. None of these are new concerns. Yet they […]
Why More Marketing Data Isn’t Producing Better Decisions
Marketers have more data, more sophisticated measurement tools and more AI-powered analytics than ever. Ebiquity Global CEO Ruben Schreurs believes the next challenge isn’t measuring more. It’s building organizations capable of acting on what they already know. Marketers have never known more. They have more data, more dashboards, more attribution tools, more sophisticated modeling and, […]
Patrick McLean: Turning “Highway Hospitality” Into a New Engine for Growth
As the first Chief Marketing Officer of Love’s, Patrick McLean is helping one of America’s largest family-owned businesses move from decades of growth through expansion to its next stage of growth through marketing—without losing what made the company successful in the first place. When most people think of Love’s Travel Stops, they probably think of […]
Why Some of Advertising’s Oldest Real Estate Suddenly Feels Surprisingly New
Out-of-home advertising has been refusing to stay politely inside the rectangle for a very long time. In mid-century Times Square, the famous Camel billboard blew actual smoke over Manhattan. Maxwell House poured an endless cup of coffee. Signs flashed, moved, and became part of New York City’s visual identity. So spectacle isn’t new. Neither is […]
Global Marketing Fails Operationally Before It Fails Publicly
Kevin Freedman on AI, brand drift—and the growing risk of “international marketing debt.” Great global marketing tends to be celebrated for the things we can see: the idea, the creative, the media, the results. Kevin Freedman thinks we should pay considerably more attention to what happens underneath. “Creative often gets the credit for campaigns and […]