By absorbing Interpublic, Omnicom becomes the world’s biggest agency group but also its biggest target. In a market where scale forces prices down and clients have the upper hand, this acquisition won’t fix the problem. It accelerates it.

Disney quietly announced something radical: letting fans create their own short-form IP on Disney+. But it exposes just how defensively the rest of the industry has been playing.

Lumen’s Mike Follett responds to feedback on his provocative comment that planners “do your fucking jobs”, lest they risk replacement by AI tools.

Why are marketers pressing pause on more interactive platforms when consumers are playing forward? Snap’s senior commercial director believes ‘comfort’ is slowing marketers down.

In response to Mike Follett’s comments at Future of Media Manchester, one planner advises interrogating the platforms and tweaking how you utilise them; don’t blindly de-invest because of the attention metrics.

Community and peer advice matter to consumers. Fashion brands have an opportunity to be part of these communities, but only if driven by a real desire to become a constructive member. 

There will be winners and losers in this new world. The time is now for indies, which can price their services in a better way and be transparent in their use of data and money.

Algorithms are today’s casting directors, so offer them better auditions. Use the ‘Hook → proof → trust’ formula to find the right people for your brand.

The opportunity to reach millions in a shared, live moment is huge, but fans are hyper-aware of disruption. They want ads that offer control, relevance and value. 

Today’s attention economy is fluid, meme-driven, game-infused and influencer-fuelled. Brands can no longer rely on linear storytelling. The best modern storytelling is multiplayer.