Marketing leaders are being presented with a growing number of AI tools, agents and agency-built solutions, all promising greater speed, efficiency and productivity.
But how do you know which are genuinely worth the investment?
15-20 years ago, media agency fees, including tech and data were c. 2% of the media budget, they have ballooned to now represent nearer 10-15% (not including rebates etc).
For years, marketing leaders have focused on one fundamental question: How do we rank higher in Search? It was a logical objective. Discovery had one dominant front door, and success was largely determined by winning visibility in search, attracting traffic and converting visitors.
Retailers know more about their customers than ever before. Every interaction, whether online, in store, through a loyalty programme, retail media network or social platform creates valuable insight into customer behaviour.
A new global partnership pairing Guideline’s enterprise media planning platform with Flock’s marketing-transformation consultancy.
Every year Cannes Lions gives the marketing industry a glamorous mirror. Some years we admire the sparkle. Some years we notice the cracks.
This year, behind the yachts, panels, creator beaches and AI demos, one theme is emerging clearly: creativity is no longer just about the work. It is about the system that produces the work.
Some CEO’s seem to think that AI is a Magic Button. They assume that immediately and automatically, marketing can suddenly do 30% more, with 30% less. This hype cycle has without a doubt been perpetrated by strategy consultants that don’t execute and understand how to implement AI programs in marketing functions, and the agency landscape. And, agencies and software companies intent on selling their wares.
After 13 years helping some of the world’s leading companies transform their marketing, I’ve come to a fairly simple conclusion.
Most marketing transformation programmes don’t fail because the strategy was bad, the technology wrong, the agencies poor, or the org design ill-conceived, they fail because of this…
Flock and Screendragon recently hosted a roundtable on Marketing Automation and AI for leading brands from pharma, travel, financial services, CPG, entertainment, and beverages. The event was held in the opulent surroundings of the private dining room Fortnum & Mason.
Creator marketing has become one of the most significant structural shifts in modern marketing.
What began as an experimental channel built around a relatively small number of influencers has evolved into a highly complex commercial ecosystem involving agencies, platforms, production partners, media amplification, affiliate infrastructure, analytics tools, and increasingly vast creator networks.
For every marketing department, it is essential that they have a marketing operating model that is tailored to the specific business objectives. The right operating model will enable content to.