Attention is the scarce resource: what exhibitions teach us about modern marketing
Exhibitions provide uninterrupted multi-sensory engagement that captures human attention more effectively than digital channels, offering marketers rare opportunities for memorable brand impressions and higher conversion potential.
The Death Of Rented Attention: Why CMOs Are Leaning Into Experiential
Brands are shifting from digital advertising to experiential marketing as their core strategy because digital platforms lack ownership and control, while experiential creates compounding brand assets.
Agencies need to shake up the creative process if they want to compete with their 'frenemies'
Agencies must refocus on core skills—consumer insight, transformative creativity, and tenacious execution—to reclaim central client relationships amid platform dominance and rising complexity.
Luxury fashion marketing has become homogenous, relying on celebrity-fronted campaigns and spectacle, leading to diminishing returns and consumer disengagement.
If Your Content Needs Explaining, It's Not Good Enough
Clarity in marketing beats cleverness: brands without established recognition must use simple, immediate messages to drive action and avoid becoming forgettable and costly.
Madtech: 4 key challenges and solutions for marketers
Unifying martech and adtech (madtech) is required to overcome fragmentation in consumer attention, departmental silos, and measurement to improve media ROI.