Why Does the Best Product Don’t Always Win—But the Best Brand Does?

In today's saturated market, where consumers are bombarded with countless brands vying for attention, the traditional approach of touting a superior product is no longer sufficient. The real shock? A…

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Best of Both Worlds: The Case for Advertising Agencies Thinking More Like Consulting Companies

Let’s face it: The advertising industry across the world is undergoing a fundamental transformation. Traditional models—centered on running campaigns and delivering creative assets—are struggling to keep up with the complex…

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The Return of Brands: Creativity and AI Leading Marketing Trends in 2024

Brands Are Back—And They’re Driving Growth. Both the nature of the conversation and the mix of attendees gathered on the Croisette highlighted a shift back to brands this year. The…

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