CULTURE
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AW360 Q&A: Orange 142’s Barbara Burnett on Mid-Market Programmatic Today
Programmatic has become more powerful, but also harder to manage. For many teams, the challenge isn’t access to tools. It’s understanding what’s working, where spend is going, and how to act on it quickly. -
Ownable Originality: How VERSUS Is Rewriting the Rules of Brand + Entertainment Storytelling
In this episode of Agency Alchemy, we sit down with Justin Barnes, Executive Creative Director at VERSUS, to explore the fast-evolving intersection of brand storytelling and entertainment. -
From Identity to Intelligence: Why Collaborative Data is Marketing’s Next Competitive Frontier
The organisations that will thrive in the next phase of data-driven marketing are not necessarily those with the biggest datasets, but those with the most collaborative and privacy-focused approach to using and connecting them. -
The End of “Good Enough” Content in the Age of Algorithmic Judgment
The brands that win in this environment will not be the ones producing the most content. They will be the ones producing the most distinct, credible, and contextually relevant content. -
Fix the Wheel: Why AI Is Stress-Testing Marketing Measurement, Not Saving It
If AI is only as good as the signal it’s fed, this episode is a wake-up call: fix the signal, or risk scaling flawed insights at machine speed. -
The New Battleground Is Being Cited, Not Clicked: Brand Authority vs. Domain Authority
AI isn’t rewarding whoever publishes the most content. Instead, it’s rewarding whoever is the most believable and credible. -
Every CMO Wants to Be a Challenger Brand. Most Are Fighting the Wrong Battle
The brands that win aren’t the ones with the boldest ambitions. They’re the ones honest enough to name their actual constraints—and ruthless enough to exploit them. -
In-Store and Offsite: The Missed Opportunities of European Retail Media
An uneven focus on owned inventory means retailers are failing to maximise opportunities or accommodate the true nature of multi-media buying.
