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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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 […]
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, […]
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. […]
The 2026 Marketing Makes a World of Difference™ winners suggest that marketing’s contribution may be expanding—from communicating value to helping create it. Each year, The Internationalist’s Marketing Makes a World of Difference™ Awards look for work that meets a deceptively simple test: Something meaningful happened because marketing got involved. That means looking beyond awareness, engagement, […]
