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.

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.

Duolingo is a very smart little app that helps you learn a new language. Just ask me how my Italian lessons went? (Fantastico!) Much of their marketing is done right on your smart phone, since that's where the app lives. You're going to a new country, you want to learn a bit of the language, you have a month or two, so you sign up... the cost really isn't that much, but you hesitate to double click your phone to install the app and pay the piper (or the owl, in this case). You need to cross a threshhold to say, "YES!".. that happens WHEN you feel like it will actually work. Many online pitches use "mystery" to sell. Your intrigued, they tease with the answer, but the only way to get the answer is to BUY — SO YOU DON'T. They didn't pass your trust-sensors. This little graphic is great. It satisfies your curiosiity of how it's going to work. They don't really have to SELL you, just give you confidence that the learning will be fun, easy and successful! Can you think of how to apply this to your next client? (offer your ideas) Have you already done something like this for one of your clients? (please share)