Category: brands
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The Future of Agencies in the Age of AI
Last week I spoke at the Google Partner Summit in Dublin about managing agency change in the era of AI, and then moderated a panel of exceptional agency leaders including Pats McDonald, Christina Lemieux, and Liam Wade. In my talk I spoke about the need to combine
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Brands, and Latent Space
Reading Jack Smyth’s reflections on the recent BRXND Marketing x AI conference in LA I came across the idea of ‘latent space’ as it relates to brands and LLMs. I confess I’d not heard the term before so I did some digging
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The cost of being dull
I loved the premise of Adam Morgan’s new podcast which is ostensibly about the cost of being boring, and in which Adam speaks to people whose job it is to make things more interesting. Adam is a planning legend, the founder of
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Google Firestarters: Helen Edwards on Growth from the Margins
The latest episode of Google Firestarters is now live – this one features Helen Edwards, founder of Passionbrand, columnist for Marketing Week, and adjunct professor at London Business School. Helen has just published a new book ‘From Marginal to Mainstream: Why Tomorrow’s
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Google Firestarters Episode 4: Gareth Kay
Gareth Kay, co-founder at Chapter in San Francisco, in Google Firestarters Episode 4
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Evolving Client Agency Models
I posted last week about a fascinating research project that I'd done with AAR on the shifting corporate innovation landscape and the resulting report which is free to download. Over the past months I've also been conducting a second piece of research for
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What is Agile Marketing?
Another one of those popular yet ill-defined phrases this isn’t it? When I hear people talking about 'agile marketing', they’re mostly speaking about fast-turn-around, tactical, opportunistic messaging which (when done well) can amplify in the short-term but (when done badly) can be
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On Agencies Going Upstream
Simon Veksner makes a good point in this post written in response to this Ad Week piece that suggests that the future of agency value lies upstream of the communications brief, and in agencies getting more intricately involved in the 'depths' of a
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Jobs to be Done
I liked Martin Weigel’s take on how a more appropriate metaphor for modern brands is perhaps less about the human personality characteristics that we've long tended to attribute them and more about thinking of brands as software: "Brands can now can remember
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Google Firestarters 13 – Agencies and Product Innovation – The Event
The intersection of product innovation and agency culture and practice is a theme that has generated considerable debate in our industry and one that has been put forward by several Google Firestarters regulars as one that we should run an event on.