Creative AI Agents: Will your brand stay distinct or disappear in the noise?

By Kira Wasserthal, Canan Eldemgil, Beatriz Cuesta Unkhoff

How do you harness AI without losing brand distinctiveness and voice? Make sure the human stays a big part of the creative equation…

Agentic AI in marketing: How can CMOs scale strategy without losing brand control?

By Beatriz Cuesta Unkhoff, Kira Wasserthal, Canan Eldemgil

Agentic AI, by its very nature, acts on its own. How can we harness it in a brand safe way – and without harming our future talent pipeline?

What comes after the website?

By Adam Tinworth

Will AI be the final nail in the coffin of websites? If so, what branded experiences will replace it?

In Conversation with Ndidi Oteh

By Adam Tinworth

The new CEO of Accenture Song charts her course to the future of brands and business

Welcome to a different league of personalisation

By Daniel Gonsior

We’re already living in the Agent age. But we can only make the most of it if we have the courage to let agents AI make decisions for us.

Brandformance: Achieving Balance in Modern Marketing

By Maxi Versbach, Leon Nalic, Vincent Hirsche, Lilian Streicher, Dominique Brosch, Sandra Murin

Need to both drive short term revenue and continue strategic brand development? Brandformance might be just the framework you need in challenging times.

Love and money: marketing through a downturn

By Adam Tinworth

The relationship between brands a consumer has been pitched as one of care and passion. But when an economic downturn bites, consumers find themselves asking “where’s the love?”

Marketing cuts accelerate the shift to digital

By Martin Recke

Cuts in marketing spending are disproportionately affecting traditional channels, accelerating the shift to digital.

The optimisation seduction: keeping data in its place

By Adam Tinworth

The limits of optimisation are a lesson we need to keep learning. Data seduces us into thinking of people as machines — but that's a huge management error.

Nick Law: embracing a new age of digital creativity

By Adam Tinworth

Creativity is a core skill to navigate digital change — and yet is too often misunderstood. As Nick Law explains, creativity is deeply rooted in a medium, and great leaders understand that.

The NEXT Level CMO is a multi-skilled team player

By Adam Tinworth

If you want to get your marketing career to the next level, you need to master conflicting skill sets — and build a team that can support you.

Matthias Schrader: singing marketing’s new song

By Adam Tinworth

The Accenture Song brand isn’t just an aesthetic change: it reflects a fundamental shift in how marketing is done. Matthias Schrader explains to David Mattin what it means for you.

Ana Andjelic: What Web3 means for brands

By Adam Tinworth

Web3 is about more than NFTs and crypto, says marketing leader Ana Andjelic. It offers brands the chance to monetise their archives, and rethink their partner relationships.

John Schoolcraft: why creativity beats marketing

By Adam Tinworth

In the latest episode of our online show, the Oatly creative head explains why he rejects the marketing label, dismisses the client/agency relationship and breaks the Super Bowl ad rules — all in the name of creativity.

Why marketers need to love systems thinking

By Adam Tinworth

The post-pandemic age of uncertainty has opened up a new, more complex world for marketers. You need systems thinking in your toolbox to survive and thrive.

Truth, trust & values: business in the age of misinformation

By Adam Tinworth

For all its benefits, the internet has eroded people’s sense of truth. How can businesses win back customer trust?

Why marketing is no less important than technology

By Martin Recke

While technology is the foundation, marketing is an important success factor. Marketing must be present before product design starts.

Why every company needs a trickster

By Adam Tinworth

A singular corporate vision is good. Group-think is bad. Businesses need to embrace the tricksters within to help challenge and refine what they offer.

What’s the purpose of business?

By Martin Recke

In a world of overwhelming complexity, it isn't easy to find the purpose of business. We shouldn't veil our confusion.

The new role of the CMO

By Martin Recke

The CMO needs to change, since marketing has changed profoundly.

Forget Influencers. The truly digital marketer harnesses the crowds.

By Adam Tinworth

Too much "digital" marketing is just traditional approaches in new clothes. Can marketers lead the way into more transformative approaches to solving real problems?

The future of marketing is closely related to the future of innovation

By Martin Recke

The future of marketing and innovation is the reunification of what had been separated into the Parallelwelten of corporate silos.

The parallel universes of innovation

By Martin Recke

How do you continuously improve existing products while simultaneously developing new ideas with transformational potential? How can parallel innovation structures go beyond pure efficiency?