Before the dot-com boom, most business executives associated the word “creativity” with high-gloss ad campaigns and nothing more. The world’s most creative companies were the ones that paid agencies to make consumers laugh, cry, and buy. Today, with technology on the rise and TV commercials on the decline, the word “creativity” has evolved into a completely …

In August 2017 Gerald C. Kane, professor of information systems at the Carroll School of Management at Boston College wrote a powerful article on MIT Sloan Management Review describing what digital transformation really means. Spoiler alert: it’s not about technology or transformation. Alas, Kane states, “digital transformation is about how technology changes the conditions under …

I remember my very first email marketing push. ‘Wow! Revolutionary’ I thought. ‘Don’t all ring at once,’ I said. ‘You’ll all get served in good time,’ I announced… But, while it yielded moderate success, doors remained on their hinges, and the telephone exchange remained pretty much intact. The problem was, it seems, I was doing …

We’ve all heard about disruption. After all, it’s now been used to death. Recently, I’ve been thinking about the D word and how we make our brands last the test of time; how we make them Futureproof. It’s a challenging thought; and one that is arguably impossible. After all, how do we know what’s coming …

You’ve likely heard about virtual and augmented Reality, but do we truly know how they will be used in business? As these technologies evolve, more and more enterprise applications will very quickly become mainstream. Augmented reality (AR) and virtual reality (VR) are getting more attention lately, thanks to the launch of new smartphones making the …

Disruption is not for the faint-hearted in business. It involves changing consumer behaviours and industry practices, and totally transforming your category and the brand experience. To understand how organisations and brands achieve this, it’s worth focusing on the DNA of what makes up a disruptive organisation. This breaks down into four main areas embracing the …

We’re living in the age of experience. And while everyone is still obsessing over millennials, because half the world’s population is under 30, we need to start thinking about the iGen – the generation born with mobiles in their hands. Experience has started to trump information, and it will be even harder to get this …

Things move fast in the world of digital advertising and nowhere is this more true than in the programmatic space. With new players from Accenture Interactive to Clear Channel entering the market this year and ad tech topping the agenda at Cannes Lions 2017, transformation appears to be the only constant in the industry. Amazon …

Every day, artificial intelligence is becoming more empathy than pure logic, more face than interface. Soon, AI will be able to listen to the tenor of a customer’s voice, analyze their emotional state, and use this information to deliver appropriate responses – and become more finely tuned through each of those interactions. For brand marketers, …

For many of us, our experience with artificial intelligence (A.I.) may be, for a lack of a better way to put it, “helpfully cool.” That can mean asking Amazon’s Alexa to play a particular song or querying Google’s Home to see if butter is a suitable replacement for vegetable shortening. But the potential for A.I. …