Just came across this post in LI from a Global Brand Strategist that hits on some key issues when it comes to AI and it's use within ad agencies and the creative process. _ _ _ _ (synopsis of his LI Post) Gustav’s post argues that while AI can accelerate the “95%” of marketing work—research, planning, optimisation, and endless variations—it ultimately produces ONLY competent, average creative that drifts toward the MEAN and gets FORGOTTEN, because it can’t make the uniquely human leap from lived experience to an emotionally true, unexpected idea. He uses a story (by Matt Damon) about Dwayne Johnson drawing on personal trauma to deliver a performance that felt real, he frames the key agency opportunity: as AI makes execution cheap and fast, the scarce, premium value shifts to the “last 5%”—human judgment, taste, cultural intuition, and irrational connections that create meaning and move people—yet the industry is still selling efficiency and AI stacks instead of the origins of breakthrough concepts. In short, your 5% (breakthrough creative ideas) are MORE IMPORTANT NOW than ever before. _ _ _ _ Gustav Wick is "Global Brand Strategist" (not a CD), but someone who sets brand positioning + story (works with the CCO, ECD, etc.) — while acting as a "business director" — the guy who "owns" the client and the commercial results (+ or –) produced by the agency.

You probably have heard a bit from author/speaker/biz guru Simon Sinek and his START WITH WHY Ted talk that propelled his career almost 20 years ago (you can view it here, if you haven't). Basically, succeed by focusing on your purpose—the WHY (cause)—rather than just the WHAT (products) or HOW (processes). "People don't buy what you do; they buy why you do it." So, are you sharing it in your ads, your promotions, the very essence of your brand? Noom does. Can you spot other examples that work?

2026 is the year of the Milan Winter Olympics (Milano-Cortina, Italy). In honor of this, I'll be posting a series of 2 ads for you to view and pick a winner!. Most votes takes the GOLD! Watch JUST THE FIRST TWO ADS from this YT link. Both are in the advertising Hall of Fame. Which resonates more? Would it still work today? 🤔 Pick your winner! Why? _ _ _ "I'd like to buy the world a Coke" — McCann Erickson (1971) Bill Backer, the CD, was inspired by a shared experience with grumpy passengers on a delayed flight in Ireland who bonded over Coca-Cola, leading to the idea of Coke as a unifying force. "Hey, kid, catch!" — McCann Erickson (1980) Copywriter Penny Hawkey was instrumental in developing the script for an ad showcased a softer side of "Mean Joe" Greene, and changed public perception, even leading to a TV movie adaptation.

Copywriters, pushing past norms to get to something sticky is at the heart of good copywriting. Often, it comes down to brevity. In any marketplace, outmaneuvering the competition is always evident, but so too is the noise of the entire marketplace. How do you get your message thru loud and clear? Maybe it is as simple as a rhyme.

Just as every other ad industry participant, I wanted to share my favorite marketing piece produced in 2026. Title: Shohei Ohtani | Tokyo Series Brand: New Balance Agency: Division Global In this minute and a half video, we get a raw look at how the greatest pitcher + hitter trains. Without the use of dialogue, the tension and drama we get to watch as a man with impossible talent, does the impossible and faces himself.