Outthink, don't outspend. While scenario-based media planning isn't a new concept, increasing volatility is making it more of a competitive necessity.

Marketing struggles when it tries to be a trend-setter. We can sell culture -- and sell it well -- but marketing can rarely if ever can create culture, and certainly not create it out of whole cloth.

Nearly two years after moving to the U.S., I've noticed something people in our industry don't often say out loud: American brand strategy talks about being global, but it rarely thinks that way.

If you've never heard of agency tech developer Accountability, I recommend you listen to my conversation with new CEO Judd Rubin on why some big agencies are been coming on board.

Sunstein offers a timely and pragmatic message to the ad industry: the capacity of individuals to make informed, autonomous choices is not only a philosophical concern, it's a business risk factor too.

There is always something new and improved in advertising and marketing, but only rarely do these fads and inventions go to the heart of a brand's value proposition.

The holdco has begun incorporating "synthetic audiences" into its vaunted CCS media planning and buying system as part of "next gen planning for the Algorithmic Era."

Two recent stories suggest an approach to channel-thinking or channel-planning that goes beyond classic campaign-thinking -- one that understands and can impact the social diffusion of ideas.

As part of a new ad forecasting taxonomy, WPP says amateur content will surpass professionally produced content this year, making me wonder what the definition of "professional" content actually is.

At the consideration stage of the journey, brands have a real opportunity to leverage retail media networks to reinforce their value and stay top-of-mind. RMNs provide the ability to retarget high-intent shoppers, serving them with tailored messaging based on previous interactions. Unlike standard programmatic retargeting, RMNs leverage first-party purchase data, allowing brands to reach consumers with hyper-relevant ads at key decision-making moments. If a shopper browses a skincare product but doesn't make a purchase, they can be retargeted with product reviews, a limited-time offer, or an influencer tutorial-helping to drive trial and consideration.