INSIGHTS
Scaling Authenticity in an AI World
Why what feels real is becoming more valuable—and more selective. Marketing has never been more capable. Ideas can be generated instantly.Content can be produced at scale.Experiences can be designed, extended, and optimized across platforms. And yet, something is shifting. Not in what marketing can do— But in what people choose to believe. In a world […]
Retail Media, Connected Commerce & the New CPG Playbook
A conversation with Mary Katherine “MK” Woltz of Danone on how media is being redefined—from a channel to a growth system. Media Isn’t Supporting Commerce Anymore It’s becoming inseparable from it. For years, retail media was treated as an extension of shopper marketing—a powerful but contained layer focused on conversion. That distinction is disappearing. As […]
Same Industry. Different Experience.
Why Client–Agency Relationships Feel Aligned—Until They Don’t. A new study reveals that the challenge isn’t disagreement—it’s a gap between what’s intended, what’s said, and what’s actually experienced. For years, the industry has told itself the same story. And yet, little seems to change. The question is no longer what people say about these relationships. It’s […]
Where Experience Lives Now
Barbie at Coachella. Playmobil on Roblox. Kellogg’s back in the box. Different executions. Same shift. Marketing is moving from exposure to experience—and ultimately, to memory. Marketing has spent the last decade expanding outward—into platforms, ecosystems, and endless points of connection. But something is shifting. Not backward, exactly. But inward—toward experience itself. Three very different ideas—Barbie […]
Fashion Didn’t Change Its Mind About Age. The Market Did.
Image: Miranda Priestly at her desk (Credit: 20th Century Fox) As older women gain visibility on runways and in culture, the shift signals something deeper than inclusion—it reflects a reset in how value, authenticity, and relevance are defined. Fashion didn’t suddenly “discover” older women.It finally ran out of reasons to ignore them. A recent wave […]
From Growth Engine to Navigation System: Marketing’s Expanding Role
Uncertainty is not new to marketing. But the structure of uncertainty is changing—and with it, the role marketing is expected to play. New research from the World Federation of Advertisers (WFA), developed in partnership with transformation consultancy The Intangibles, suggests that today’s environment is not simply more volatile. It is more complex, more interconnected, and […]
How Wide Is Your Swim Lane?
Nike, “Iron Nun,” and the growing tension between performance, participation, and belonging. Sometimes it’s the smallest things that don’t last very long that stay with you. A line of copy. A window message. Something that appears, sparks reaction, and disappears within a day. During marathon week in Boston—as the 130th Boston Marathon unfolded on Patriots’ […]
Where “Better” Becomes Real
It’s one thing to talk about how AI is reshaping marketing. It’s another to see it in action. Across a range of recent work, the most compelling examples don’t just demonstrate what AI can do—they show what happens when it’s applied with intention. Not just to move faster. But to connect more meaningfully. These examples […]
From Precision to Purpose: How AI Is Reshaping Marketing
Artificial intelligence is no longer an emerging force in marketing.It’s reshaping how marketing works—right now. Not just how campaigns are executed—but how decisions are made, how audiences are understood, and how brands respond in real time. What’s emerging is not simply a more efficient version of marketing. It’s a different model altogether—one that blends precision […]
When Brands Know When to Step In—and When to Step Back
There are moments when brands are expected to act. And others when they simply have the opportunity. The difference isn’t always obvious. But how brands respond—especially in small, unscripted situations—can reveal far more than any campaign. Recently, a quiet story out of Japan captured global attention. A young macaque monkey named Punch, rejected by his […]