GLOBAL MARKETING AT THE CROSSROADS
What If the Agency Industry’s Biggest Problem Isn’t AI at All?
Patou Nuytemans believes the industry’s real challenge has been building for decades. Now she’s making the case for a new understanding of agency value — and a different way forward. Artificial intelligence is transforming the agency business. It is accelerating production, changing the economics of execution and challenging long-established assumptions about the value of human […]
Bob Liodice and the View from the Center of Marketing’s Transformation
After more than three decades at the ANA, a rare perspective on what marketing has become—and what it takes to lead through reinvention. When Bob Liodice concluded his opening remarks at this year’s ANA Masters of Marketing, the audience rose to its feet. It was a fitting acknowledgment of a leader preparing to conclude more […]
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 […]
When Time Is No Longer the Measure of Agency Value
New research from the World Federation of Advertisers and Agency Mania Solutions reveals how agency compensation is changing, why AI is accelerating the transition, and what marketers are increasingly willing to pay for. For decades, time has been one of the most familiar currencies of the advertising business. Agencies assembled teams, estimated hours, negotiated staffing […]
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, […]
AI Is Changing How Consumers Find Brands. Not Necessarily How They Trust Them.
New research from Net Conversion reveals an emerging divide between how consumers choose to use AI—and how they respond when brands use it. Consumers are watching their spending. They are reconsidering what earns their loyalty. They are tuning out advertising more aggressively. And they are adopting artificial intelligence as a shopping tool at remarkable speed. […]
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 […]