Trend watch: Agentic commerce
We keep running into the same slide. “Your next customer is an AI agent.” It comes with a big number attached: McKinsey projects $3 to…
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erich
Why we need now a reclaim of the marketing mix
Did you ever count the marketing Ps in your last strategy deck? We keep opening decks with seven of them, sometimes eight, occasionally a set…
Trend watch: Cultural marketing or how to sell to subcultures
Cannes Lions has been reframed the last two years as a “culture lab” rather than an advertising festival. Creators, athletes and niche communities now get…
The opportunity cost trap: Why your best choice might be costing you the most
In 2020, Airbnb turned off paid marketing almost entirely. Travel demand had collapsed, the IPO was on hold, and Brian Chesky told his marketing team…
Agency Owners Know Their Revenue. They Don’t Know Their Numbers.
A few months ago we had a conversation with an agency owner running a solid mid-size shop. Seven people, good clients, consistent revenue. She was…
Marketing Myth: B2B Marketing Plays by Different Rules
Every few months, I find myself in a conversation with someone from the B2B world who explains, patiently, why the marketing principles I’m talking about…
What purpose has purpose and has the trend lost its mojo?
Brand Purpose seem to be one of those marketing trends (of course it is not only a marketing trend but as we speak in this…
Who does really care about AI made ads?
AI is shaking the creative industry in many ways. One of them is that generative AI-based tools find more and more usage in creative content/ad…
The Art of the Vibe Marketing: Reinventing Marketing in the AI Age
With the rise of AI and the hype affecting many domains and industries also marketing got transformational impulsed fueled through generative AI tools that allow…
Slogan self sabotage made in Austria
Austria is sadly speaking from an international Marketing/Advertising perspective seen, a no-wheres land with not much brands and campaigns that gain the adland communities attention.…