For more than a decade, marketing operated on a single premise: attention is the most valuable resource in culture. Brands earn it, hold it and optimise for it. That premise is now breaking down.
Building Lore
The attention economy is fading. The next wave of brand building is about presence, mythology, and lore you can’t catch up on secondhand, writes Emma Runevad.
Closing the Gap: Why the Online-to-Offline Divide is Marketing's Next Big Problem
Brands keep saying they want real-world impact, but most still measure success in clicks. In Cannes, we put three experts on data, DOOH and sports marketing in the back of a taxi to ask what it really takes to close the gap between online hype and offline outcomes.
Rich Hewes
“Will Anyone Remember I Was There?” How to do Sports Sponsorship Right
Brands love to chase the spotlight in sports, but JvM's Robert Zitzmann argues the best sports marketing isn’t about being the loudest. It’s about understanding what entertainment they can offer and why audiences would want them to be part of the moment.
Rich Hewes
The Case for Rewriting Entry-Level Creative Jobs
AI and cost-cutting have become convenient excuses to freeze out juniors. But if you actually care about your future talent bench, this might be the moment to redesign what entry-level looks like altogether. Hannah Bowler asks the industry how they’d rewrite junior roles for the era of AI.
Hannah Bowler
