What’s Driving Growth Right Now
Most insights explain the past. Ours are built to win what’s next.
This is where we call out what’s breaking, what’s working, and where growth is being created right now—so you can move before everyone else does.
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.