Use AI to enhance creativity, not replace it. Truly disruptive marketing comes from human insight and ingenuity, argues Wavemaker UK’s chief strategy and planning officer.

Older audiences are often an overlooked growth segment, and we can no longer assume that they’ll simply overhear our advertising because of the way media ages up, writes Wavemaker’s strategy chief.

Pitching is a critical part of the industry but it’s been broken for years. Making it fast, ruthless, and public would go some way to improving the experience.