The Race to Give AI a Face
AI companies are racing to give their products a personality. But building a character people actually care about takes more than a clever design. It takes consistency, patience and a clear sense of what a brand stands for, writes Kevin Walker, chief creative officer at Buck, part of Residence.
Creator-Directors Are Advertising’s Most Wanted Hire – Here’s Why
As brands scramble to find talent who can shoot, direct and star in their own work, Gracie Koh’s move to Sibling Rivalry’s director roster signals a shift in who gets to make commercials – and whether traditional production is ready to let go of control.
Hannah Bowler
Brandmakers: Adobe’s Simon Morris on Staying Ahead of the Marketers He Sells To
He’s spent 14 years at Adobe, watching it reinvent itself from boxed software to subscription giant to AI powerhouse. Now VP of International Marketing Simon Morris has a job harder than many: staying one step ahead of the very marketers he’s marketing to.
Alex Zeevalkink
Watch: The Director Building a New Creative Renaissance
He’s turned people’s heartbeats into living artworks, translated brainwaves, and at the time of recording he was building an installation that places you inside the mind of an Alzheimer’s patient. Multidisciplinary artist Otto Plesner on why and how creativity can make the world a better place.
Rich Hewes
Why Effort Is Becoming Marketing’s Most Valuable Currency
Audiences are exhausted by optimization and can smell a shortcut a mile off. The agencies and strategists behind recent culture research argue that visible effort – not speed or scale – is now what earns a brand attention, and respect.
Hannah Bowler
Sports Sponsorship’s Hidden Advantage: Why Hospitality Beats Visibility
Sponsors spend millions to be seen, but then frequently don’t truly activate their most valuable right, hospitality. Here’s how to turn the access already paid for into memorable experiences and long-lasting relationships.
Matthew Blake