Selling to the Machines: How Generative Engine Optimisation Is Rewriting Brand Visibility
For two decades, brands have optimised for search engines. But today, millions of decisions are increasingly shaped by AI systems that synthesise answers instead of simply listing links. Generative Engine Optimisation is the next frontier of visibility and it is forcing leadership teams to rethink how authority is built online. Selling to the Machines: How […]
The AI Super Bowl: How Big Tech Is Competing for the Future of Advertising
Public anxiety about AI is rising due to a lack of transparency, fears of job losses and more. The AI companies seem to think that addressing this anxiety with glossy, patronising Super Bowl ads is the way to go. Amazon Alexa mocks people’s fears in their Chris Hemsworth commercial. Genspark celebrates ‘taking the day off’ but ignores […]
Five reasons you should become a brief-writing ninja
The high-quality brief is one of the hallmarks of a great creative ad agency. Writing one is no run-of-the-mill task and shouldn’t be underestimated. If you’re an account person or an up-and-coming strategist who wants to advance in the industry, it’s vital that you become good at it. Here’s why. 1. Great strategy is one of […]
Which competitor in your category will emerge strongest post-COVID?
The marketplace for your brand, and all brands, has shifted permanently. All business leaders are seeking the best market knowledge to predict their post-COVID trading environment so that they can position themselves for growth. In this race for intelligence, the businesses that best grasp the nature of their new reality will seize market share. The […]