Rory Sutherland, the man behind some of Ogilvy's most iconic campaigns, explains why most businesses are solving the wrong problem: Rory introduces the concept of bottleneck theory, also known as the theory of constraints: "If you want to increase the flow of water through a

Senior marketers who still lean on "seamless, synergy, innovation, breakthroughs" give ageism in marketing a free pass.

B2B brands are built on receipts. You can debate fonts for weeks; the CFO will still ask for numbers. I once moved a SaaS homepage headline from “Reimagining Clinical Workflows” to “27% faster diagnostic turnaround across 14 hospital networks.” Demo requests went up. Nobody

Too many companies nowadays cut costs by replacing people with AI or ask people to use AI for the sake of using it, without looking in depth at its efficiency. One consequence is that customer service worsens. In interactions with people, you still need empathy, understanding,

Healthcare marketing knows empathy drives outcomes. What we haven’t solved is scale without burnout. AI has a role: lightening the load and personalising support, while keeping compassion.

Nobody said we all need to be geniuses; copying the best is good enough. But at this level, though? Home Depot launched its own in-house affiliate and influencer marketing program called the Home Depot Creator portal, where creators can sign up to earn commissions and partner

If you work with creators or are a creator, watch what WPP is doing with YouTube data. They are integrating non-public YouTube creator data directly into their media and influencer tools so brands can select creators, plan campaigns, and measure performance using real platform

What's one line you tell yourself to motivate yourself to work out at home?

Can you recommend a book to read around the Christmas holidays? Something soothing for the soul.

What marketing aspect stresses you out the most in your journey? I'll try to give you an easy route for it. If there is one.

I can totally see the Dutch spirit breathing through this ad.

There's emotional engagement, rational engagement, normative engagement. A marketer's objective should be to make your brand feel like part of who they are, and less like something on their shopping list.

Have you seen the @CHANEL's Metiers d'Art Show? There's something tone-deaf about using the subway, which millions of working-class people depend on daily, often in uncomfortable or even unsafe conditions, as an aesthetic playground for luxury fashion. The whole "characters

69.5% of Gen Z and 53.1% of Millennials who see health info on social media act on it, even when it contradicts their doctor's advice. (Source: https://t.co/hMIwk1wvqV) People are self-diagnosing via TikTok while healthcare companies are drowning under compliance rules.

Fascinating stat: 76% of consumers trust virtual influencers for product recommendations, and 68% let them guide purchase decisions. Virtual influencers have moved from novelty to mainstream. Brands can use AI personas, just don't ignore authenticity. Meanwhile, 57% worry

Gen Z is fascinating. According to Deloitte's holiday data, 95% won't buy without a deal, 74% follow influencers for inspo, 43% use AI to find stuff. And they're spending 34% less than last year. So influencer collabs and AI discovery tools work. Boring ads don't. With so much

Sephora dropped a Christmas ad with Mariah Carey and Billy Eichner in November. It got 100M+ TikTok views, then exploded for all the wrong reasons. The spot made fun of cancel culture and poverty; people called it tone-deaf. LVMH retail was up 7% in Q3, so the business didn't

TikTok adds AI transparency. The app rolled out new feed controls and hidden watermarking for AI content . Soon users can dial how much AI-generated video they see. For marketers, this means new rules of the road: test how authentic (vs. AI-polished) content performs, now

In these harsh times, adjust your messaging for people watching their wallets. Go through your planned ads and see where you can spotlight discounts, savings, or value bundles. Make the deals impossible to miss. At the same time, consider adding some levity. Consumers on tight