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Blog
2025-04-22
Miscellaneous
Are we forgetting our roots? MarTech and the Commercial Artist
Understanding the balance between artistry and analytics in the modern context… it’s not a departure from what we’ve always done inasmuch as an evolution of the same principles around the emergence of marketing technologies. Here’s why.
2025-03-25
Newsletters
2025-08-28
Artificial Intelligence
AI isn’t replacing creative people. AI is redefining creative operations.
Generative AI is still a long way from being able to understand a brief and ideate on it in the way that a true creative can, but it is dismantling the workflows used to deliver those outputs for the better.
2025-05-29
Digital Transformation
Creative has become a commodity. Is the ad-holdco model on the brink in a world of production at scale?
Advertising’s original holding companies of the old world were built to dominate. In typical Mad Men fashion, agency executives and creatives owned the industry by systematising it with the reassuring weight of corporate infrastructure. Layers of process, diverse teams ticking over time and money, global infrastructure, and multi-market rollouts. But in an era of instant content and algorithmic speed, the grandeur looks suspiciously like ballast. While nimble brands and startups are sprinting, holdcos are lumbering along in the equivalent of steel-toed boots.
2025-04-28
Artificial Intelligence
