What’s Driving Growth Right Now
BETTER QUESTIONS. SHARPER THINKING. BIGGER GROWTH OPPORTUNITIES.
Most marketing commentary explains what happened. We're more interested in what brands should do next.
From changing consumer behavior and competitive pressures to brand strategy, creative effectiveness and sales performance, we examine the forces shaping business growth.
Sometimes we challenge conventional thinking. Sometimes we question the numbers. Always, we look for opportunities marketers can act on.
Because great insights should lead to better decisions — and better business results.
Advertising Has Never Been Easier to Produce. And Never Harder to Make Effective.
The advertising industry has never been more capable— or more at risk of irrelevance. As AI accelerates production and creator content floods the market, a critical truth is emerging: more output isn’t translating into more impact. Here’s what’s actually driving this— and what brands must do differently to win.
Creative Is the New Targeting
Food, beverage, frozen, and household brands are all competing in the same auctions with the same data. What separates winners in 2026 isn’t targeting. I’s creative. As signals flatten and CPMs rise, messaging clarity, speed, and adaptability have become the real growth levers, exposing why legacy agency models are starting to break.
More Consumers Agree That Your Advertising Likely Sucks
Nearly 40% of U.S. adults now say advertising is “way too annoying,” up 27% in just two years. This isn’t just a media or targeting issue—it’s a creativity, strategy, and accountability problem. As skepticism and ad avoidance rise, better briefs, braver ideas, and stronger client–agency partnerships are no longer optional—they’re essential to earning attention back.