New research challenges the assumptions behind generational targeting — and reveals why understanding how people experience change may matter more than the categories we assign them. A Fortune 100 consumer goods company had a question for New York branding agency Beardwood after a presentation on its research into Gen Alpha: What did the findings mean […]
At Coca-Cola, Manolo Arroyo challenged one of marketing’s most cherished assumptions—and helped reshape how the company connects emotional experiences, consumer behavior, and business growth. For decades, marketers have worked to make consumers fall in love with their brands. But what happens when people say they love a brand—and don’t buy it? That was among the […]
At Harley-Davidson, Marcus Fischer drew on decades of agency experience to rediscover what made an iconic brand distinctive—and turn that understanding into a global platform built around one word: RIDE. How do you bring the swagger back to a brand that has spent more than a century defining its own category? For Harley-Davidson, the answer […]
At Fujifilm, Anthony Farina is drawing on decades of communications experience to tackle a distinctly modern challenge: making corporate reinvention understandable while changing how communications itself works. What happens when a company has spent decades reinventing itself, but much of the world still remembers what it used to be? For Fujifilm, the question is particularly […]
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 […]
How an American autumn obsession is traveling the globe—and what it reveals about the marketing of seasons. National Pumpkin Day was earlier this week in the US. Halloween is just around the corner. Which got us wondering: Has the entire world gone pumpkin crazy? Or have marketers simply become extraordinarily good at turning autumn’s arrival […]
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 […]
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 […]
