Latest · AI
AI didn't kill the creative. It killed the average.
AI is very good at average work, so average work is now worth nothing. Here's where it really helps us, where it doesn't, and how we use it to our advantage.
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Opinion
The Monthly Ramble
Once a month, someone from the team rambles about whatever's got brand and marketing talking — often something trending on X. Strong opinions, loosely held.
Earlier rambles
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Fintech marketing
Trust is the product. So why are fintechs still selling features?
In financial services, people buy confidence before they buy functionality. Most launches still lead with the spec sheet.
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Brand
When anyone can make anything, taste is the only edge
Production is close to free. Deciding what's worth making, and what to leave out, is the scarce skill now.
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Content
Microdramas and the return of the story
Short, serialised fiction is pulling audiences away from ad breaks. What brands need to learn before they jump in.
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Culture
RIP the agency of record. Build the team the brief needs.
Fixed teams on retainer made sense when channels were few. They don't now, and clients are noticing.
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Content
Your founder is your best channel, and your biggest risk
Founder-led content builds trust faster than any campaign. It also fails louder. How to do it well.