Amid the AI hype, one thing hasn’t changed: clients want growth. Let’s remember the fundamental laws of advertising and marketing best practice have not changed.
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MMMs’ rise in prominence has been accompanied by some misleading criticisms. Allow me to dispel some of these and work out how to build better models.
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If the job of running an agency holding company has become performative, constrained and algorithmic, why pretend it requires a human?
Capitalising on CTV will enable brands to spread their wings beyond the saturated space of social and democratise the region’s digital ecosystem.
While industry big-hitters embraced SXSW London to make generic statements about what they are building with AI, we are collectively ignoring the people we have broken.
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The big platforms continue to grow and brands keep pumping the fruit machine for that ill-defined ‘win’. But agencies can win this match against the giants.