In Conversation
$189 Billion is the Cost of Dull Ads. Brands need to Hear System1’s Warning Bells
Dull Advertising How dull advertising, short-form pressure, and a culture of safe creative choices are quietly bleeding brands — and what the data says brands need to do about it. Have you ever watched an ad and felt absolutely nothing? Not excitement, not annoyance. Not even confusion. Just a blank emotion. That feeling is becoming one of…
A Gen Z Marketer on Why B2B Needs More Humanity, Not Less AI
It started with Les Marketarables, a B2B take on Les Misérables on LinkedIn. Not AI-generated characters. Not a slick agency production with stock footage and a voiceover. A full musical video, studio recording, filmed in London — performed by real people to advertise an AI-integrated B2B marketing platform. The kind of thing that makes me stop scrolling and ask:…
AI Launch Season and What Really Matters for Marketers
AI Launch Season: AI launches are coming in fast—but not all of them are built for real marketing impact. This piece cuts through the noise to highlight which AI announcements are actually transforming how marketers work, from campaign execution to ROI. It explores how to separate hype from meaningful innovation, what signals to watch, and…
How Synthetic Audiences Are Tackling Marketing’s Predictability Problem
Automation in Marketing Automation in marketing can move in two very different directions—it can accelerate growth and unlock efficiency, or it can dilute messaging and weaken brand positioning. To understand where things stand today, we spoke with industry experts about the current landscape and what it means for brands. What if marketers could test campaigns…
Humor in the Age of AI: You Can’t Automate a Benign Violation
Automation in Marketing Automation in marketing can move in two very different directions—it can accelerate growth and unlock efficiency, or it can dilute messaging and weaken brand positioning. To understand where things stand today, we spoke with industry experts about the current landscape and what it means for brands. AI is adept at writing emails,…
The Rise of Athlete Autonomy: What Marketers Can Learn from Jutta Leerdam
Rewriting the Playbook An interview series focused on moments when brands intentionally break from tradition—challenging category norms, embracing uncertainty, and responding to cultural change in real time. Rewriting the Playbook explores how strategy evolves when the old rules stop working. For decades, the trajectory of elite sport followed a predictable progression. Federations set the direction. Systems defined the pathway.…
Consistency, Familiarity, and the Super Bowl: Vanessa Chin on Brand Trust in 2026
Brand Trust in 2026 In 2026, trust won’t belong to the brands that try something new every time. Brands that show up recognizable give trust a head start. As brands enter another year of economic pressure, AI-accelerated creativity, and shortened attention spans, consumer trust in brands isn’t eroding because advertising lacks ambition. It’s eroding because it lacks familiarity. Talking…
The Risk of Looking Wrong: TBWA\NEBOKO’s CCO on Centraal Beheer’s Typo Play
When Brands Break the Rules: What happens when a mistake becomes the idea? Some of the best advertising ideas don’t look right—until they are. When Brands Break the Rules explores campaigns that challenged internal expectations and redefined what “good” creative looks like. In this edition, TBWA\NEBOKO’s CCO explains how Centraal Beheer turned a typo…
Kirti Chauhan on What the Australia Social Media Ban for Under-16s Really Means for Marketers
Corporate Social Responsibility & Impact on Consumer Loyalty Australia’s under-16 social media ban is reshaping how young audiences engage online. Social media expert Kirti Chauhan explains what this means for marketers, creators, and brands—and how to rethink youth engagement responsibly. In an era where consumers are more discerning than ever, brand activism and corporate social…
Getting Inside the Modern AI Buyer Mindset with Yoni Benshaul
Mindset of Modern AI Buyer Today’s AI buying committees are a mixed bag of roles, industries, and perspectives—and they all want different things. We spoke with Yoni Benshaul, CEO and founder of Dreamhub, an AI-native CRM for B2B SaaS teams. With the rise of AI Buyers, understanding of their mindset and personas has become significant. B2B buying has…
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