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Our Monthly Round-up of the key pieces for November includes: – five articles (curated for you), two podcasts, a media & AI section, the work – & our usual Back to Henley chapter.

Our November highlights:

1. Our top pick for this month is the coverage of Omnicom’s acquisition of IPG, from Creative Salon, the acquisition establishes Omnicom as the largest advertising holding company. This strategic move involves short-term restructuring & efficiency measures, positioning the company for dynamic growth. With approximately half of holding company revenues now generated by media, the importance of media operations is elevated, alongside data and tech, supported by AI and the Omni intelligence platform. The consolidation of agency brands enables clients to access top expertise across disciplines, simplifies engagement, and improves margins for shareholders. Agency complexity is reduced – success will depend on Client Success Leaders’ ability to re-configure & re-engineer cross disciplinary teams to meet evolving client needs.

Here is the link: https://creative.salon/articles/features/five-things-we-learned-omnicom-post-merger-leadership-structure

2. Secondly, we have followed Ivan Fernandes all year and his latest Linked In post shows how Marketing has shifted in 2025, and how change will accelerate in 2026. As he states, ‘the future doesn’t wait, the market doesn’t care who used to win. The question is: who’s ready to perform now.’

Here is the link: https://www.linkedin.com/posts/ivanfernandes1_the-marketing-stage-has-shifted-are-you-activity-7400120945224380416-cNJX?

3. Thirdly, we’ve chosen the Michael Farmer substack as a final piece on the holding company dilemma and its purpose. He answers: What is a holding company? A financial owner of weakening portfolio companies – or an operating company with declining financial performance? What problems need to be fixed? Where? It’s a provocative read.

Here is the link: https://michaelfarmer.substack.com/p/holding-companies-at-a-crossroad?

4. Fourthly, we have picked this podcast on Retail turnrounds – Tim Mason is interviewed for ‘My Duvet Flip’ on how to get ahead in retail. Tim a veteran of British retail, best known for his 30-year career at Tesco where he helped launch the Clubcard. He brings decades of experience in marketing, loyalty, and digital transformation. Now the CEO of Eagle Eye – a personalisation software business, he describes the top 5 Secrets on How to Get to the Top Floor in Retail. ‘It’s a very tough market – the only way to win if you are fighting in the middle market going forward is to do a better job for me as an individual – than your competitors to do, and to do that time and time again – the opportunity is really personalised marketing.’ (From 1.56>)

Here is the link: https://www.youtube.com/watch?v=yM-iG5rspSE

5. Fifthly, the holidays are coming! And Coca-Cola has done it again making their ad with Generative AI. Andrew Tindall discusses whether the ad this year is better than last year, it scores very well on System One, and clearly it was commercially better value for the Coca-Cola Company to do it that way.

Here is the link: https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7391387646154977280-ZacH?

6. Sixthly, we pick a piece from Jay Haines and the recruiting world for those unnerving people who are currently looking for a new role. It’s a very challenging market. There are significant tensions right across the hiring ecosystem. There’s a blend of macro economic factors and disruptive influences led principally by technology that are causing uncertainty around the future shape of brand and agency teams. We often get asked by clients – what’s next? we’re here to help.

Here is the link: https://www.linkedin.com/pulse/top-talent-hunter-state-marketing-jobs-mischief-usa-bj0ee/

Podcast: An excellent Brand building play book series we wanted to highlight to you, particularly if you are seeking a Christmas brand-building binge, it is an eight part series put together by Jim Strengal (ex P&G) and Ryan Barker (CEO of Bera.ai).  https://bera.ai/podcast/

Media: Tom Morton – Founder of Narratory Capital, LLC. Former global chief strategy officer at R/GA writes some great pieces on his Linked In. ‘Media companies should be a lot more confident.’ https://www.linkedin.com/feed/update/urn:li:activity:7397714392244715521/

AI: Daniel Hulme – WPP’s Chief AI Officer, has actively participated in several conferences this month, sharing practical insights on organizational AI adoption. His presentations covered topics such as using definitions, frictions, and the application of AI, emphasizing realistic optimism in Generative AI without the hype. Notably, his session at the Websummit in Lisbon demonstrated the significant scale and impact of these advancements. (From 48 mins>) https://www.youtube.com/live/dzJ1hZRr2wI

Time for the Work: Congratulations this month goes to the fabulous working partnership of Wonderhood Studios and Waitrose. A brilliant and in our view best Christmas ad, as Scarlett Sheriff writes ‘this isn’t just advertising, it’s a campaign that aims to become a cultural moment.’ Personally, I can’t wait to eat my homemade Turkey Pie, but you need to be a master chef in the kitchen.  When you see those System One scores – you probably feel quite confident. https://www.linkedin.com/posts/creative-salon-worldwide_creativity-waitrose-christmas-activity-7394306753351323648-de3_?

Picture by Martin Cook

Back to Henley: Our fortnightly feature in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Laura Hewitt and Jennifer House. https://www.henleystandard.co.uk/news/henley-on-thames/701502/diamond-pair-who-want-to-extend-shop-legacy.html

As we embark on a period of unprecedented holding company change – for Marketeers we can offer you a complimentary 30 minute review of your Marketing Operating Model and discuss your 2026 agency resourcing structures. If you’d like to discuss how these insights can apply to your organisation and pending projects, we’d love to set up a call, so we can plan ahead.

Kind regards

Will

Our Monthly Round-up of the key pieces for October includes: – five articles (curated for you), a Podcast, Media & AI section, the Work – & our usual Back to Henley chapter.

This is a Special Edition of ‘Our Monthly Review’ as we have included Six Observations from the Adforum London Summit, held 19-23rd October. We saw 21 agencies – with 38 worldwide consultants – over 4 days.

Our October highlights:

1. Our top pick for this month, we had to pick this opening growth piece from Mckinsey & Co, the report looks at the investment Marketers have made in mar-tech from cost centre to growth engine. We know we are seeing the Third Revolution in media after commercial tv and digitalisation. Marketers feel that mar-tech isn’t dead, it is just drowning in its’ own complexity. AI is giving leaders the chance for a “re-do” so marketing technology can finally realize its potential.

Here is the link: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/rewiring-martech-from-cost-center-to-growth-engine?

2. Secondly, a piece from Andrew Tindall. The most significant digital marketing finding of the past decade. Creators are brand-builders, not salesmen. At the IPA (Institute of Practitioners in Advertising) conference Jane Christian shared the first-ever creator econometric database. Analysing the returns of 220 creator campaigns globally, they’ve found that creators have the highest long-term ROI of any other channel.

Here is the link: https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7381584243442880513-V4p4?

3. Thirdly, on the turnround of M&S – back in 2018 customers were saying 3 things about Marks & Sparks: too expensive, not for me, and not real food. Archie Norman’s focus has been an amazing turnaround to firstly listen to customers – ‘be closer to the customer & closer to colleagues’. The insight team has done a fantastic job on focusing on customer centricity and the success shows just what can be done with a great leader.

Here is the link: https://www.youtube.com/watch?v=mywaIY_kh8s

4. Fourthly, we’ve become a fan of the Creative Salon, so we have picked this piece on John Lewis’s Rosie Hanley, before we see any Christmas ads John Lewis is winning already. Speaking at Advertising Week Europe earlier this year, Hanley explained that the return of ‘Never Knowingly Undersold’ was no nostalgic indulgence, but a strategic move backed by data. As they move into their ‘golden quarter’ have they cracked it once again.

Here is the link: https://creative.salon/articles/features/rosie-hanley-marketer-of-the-week-john-lewis-

5. Fifthly, we have chosen this piece from Michael Farmer’s substack, last month he produced a piece on how AI would decimate agency pricing. This piece focusses on agencies and ‘how did it all go wrong’. Within the next month – the network that won Cannes Network of the Year in 2025 may disappear altogether.

Here is the link: https://michaelfarmer.substack.com/p/how-did-it-all-go-wrong?

Podcast: An excellent WARC podcast this month, on ad agency strategists – and what’s next, it features the super-smart Tom Morton, and it’s a great listen.https://podcasts.apple.com/gb/podcast/ad-agency-strategists-face-a-turning-point-whats-next/id1563243327?i=1000730537177

Media: An interesting episode of Mediasnack: The Love Boat Episode: Inside the Breakup and Hookups of Major Agencies, which describes the ‘bold bets in the Red Ocean’. https://www.youtube.com/watch?v=TPGljhOsMyA

AI: A report from Google on AI ROI. Companies that were quick to adopt AI agents are seeing real returns. They’re using agents to improve customer experiences, free up employees for smarter work, and give departments like marketing, IT, and HR a productivity boost. This ROI helps justify bigger investments and get leadership on board for a broader AI scaling strategy. https://services.google.com/fh/files/misc/google_cloud_roi_of_ai_2025.pdf

Time for the Work: Congrats this month to McDonald’s & Leo Burnett Uk for their latest tv work – the McDonald’s World Menu heist. https://www.adforum.com/creative-work/ad/player/34725925/world-menu-heist/mcdonalds

Back to Henley: Our fortnightly feature in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Tim Davies, Founder of DuelFuel® https://www.henleystandard.co.uk/news/henley-on-thames/499230/snack-creator-who-helps-exercise-and-recovery.html

Six Observations from the Adforum London Summit:

1. Pivotal Inflection Point: Whilst the marketing world remains cautiously optimistic, agencies are waiting the outcome of the Omnicom/IPG merger. Once announced there will be a cacophony of change reshaping the marketing industry. The three biggest holding companies will restructure around ‘defined crafts’ & business enterprise services – unifying methodologies & improving efficiencies. The operating systems will integrate capabilities across media, creative, CRM, and more, enabling connected networks to be faster with cheaper delivery. The three dominant mega-holding companies (with an estimated 60% of revenue coming from the media discipline) will drive growth and change – at the intersection of technology and marketing before other mergers are announced.

2. Economic Uncertainty: The underlying economic uncertainty in the UK is affecting clients and agencies alike – and that uncertainty also stems from global issues that are in play currently.  Clients are sometimes deferring expenditure to 2026 rather than pressing the spend button in the last quarter of 2025.  This behaviour has been happening for a few months already and is likely to continue until Q2 in 2026.  Clients who may have pitched their accounts are appointing agencies but pausing any work until then.

3. Indies: Independent agencies (and to an extent technology companies) will continue to win clients where they can excel in creativity, strategy, and/or innovation. As in other markets we are seeing a proliferation of agency start-ups, team chemistry (i.e. have you worked together before) and the defining stature of the opening client remain key to success.

4. Media & Integrated Pitches: The third media revolution is underway, AI democratizes technology but also risks homogenizing brands by converging marketing efforts toward category averages ( a “race to the mean”). AI is normative by nature and that AI is compounding by nature – meaning brands that do not differentiate risk becoming bland with less empathy. AI is levelling the technological playing field, eroding and disrupting traditional revenue streams like translation and account management, pushing agencies to adopt technology rapidly. The fee-for-service (FTE) model disincentivizes technology adoption due to reliance on human hours. Clients are adopting models where media and creative collaborate from the outset, breaking down silos and enabling real-time campaign evolution based on data – we are seeing a 25% growth in Integrated Pitches.

5. Data & Tech: Data is now more critical than technology alone. Agencies are leveraging proprietary first-party data combined with large data assets to enrich media buys, enabling more effective, targeted campaigns. This shift is driving a blurring of traditional buy-side and sell-side roles, with agencies increasingly engaging in principal buying and direct publisher deals to enhance margins and client outcomes.

6. Social Platform: The use of social media, influencers and social content is now a central part of many campaigns and has seen significant growth in the last few years. This has in turn enabled agencies to develop strong propositions for clients. Such specialist agencies are totally social focused with multiple work and income streams as a result. The ‘Social Platform’ has become a far more serious communication strategy which can deliver strong and measurable results not only in performance but in brand building which will support the more traditional big brand ideas in above line media.

In Summary: The industry stands at an inflection point at the intersection of AI-enabled efficiency and human-led differentiation. It is undergoing accelerated reinvention driven by integration, AI, data, social and new commercial models. Agencies that blend data, creativity, and emotional intelligence – and prove commercial impact through new remuneration models – will define the next era of marketing growth.

For Marketeers, we can set up a 30 minute Teams/Zoom call on the Adforum Summit in London for you, or your wider leadership team, where we expand on the points above.

If you’d like to discuss how these insights can apply to your organisation, we’d love to re-connect.

Kind regards

Will

It has been the ‘busy season’ of events & webinars as people return from their Summer breaks and get into the routine of Autumn, and Planning for 2026. We have been travelling seeing agencies and associates in Singapore & Sydney, so we’re right up to date on the region.

Our Monthly Round-up of the key pieces in Marketing for September includes: – six key articles (curated for you), a fabulous piece on AI, Media, a standout podcast, new book alert – and our usual Back to Henley chapter. Trends, insights, learning – they are all here in one place. www.haiconsulting.com

Our September highlights:

1. Our top pick for this month – comes from a Marketing Society webinar we attended with Keith Weed CBE and Becky Brock that was simply outstanding. The Insights, written up by Rachel Letham lists the fundamental learning on ‘how to get ahead in marketing.’ And what it really takes to succeed in modern marketing.  What emerged was an honest exploration of the choices, failures, and principles that shape marketing careers at the highest level. Quoting Keith Weed “Most people come to work to do a good job. It’s your job to bring the best out of them. And if you can get your people to be a little less shit and a little less mediocre and a little bit more brilliant more of the time, that’s a huge role you can play as a leader.”

Here is the link: https://www.marketingsociety.com/think-piece/how-get-ahead-marketing-fellows-marketing-society

2. Secondly, we have picked another piece this month from The Marketing Society – this time a series put together as the ‘Fellows Fundamentals’.  Chris Macleod introduces this new series of key marketing topics written by Fellows and senior practitioners, that can be downloaded.

Here is the link: https://marketingsociety.com/think-piece/introducing-fellows-fundamentals

3. Thirdly, we pick this piece from the Creative Salon- Patricia Borges talks about marketing with the conviction of someone who has always known exactly where she was heading. As a teenager in Brazil, she realised the power brands could have when a catchy jingle for a local soft drink became a cultural phenomenon. For her, it wasn’t just about selling a product – it was about influencing how people lived, what they sang, and even who they aspired to be. That clarity of purpose has defined a career spanning major corporations including Unilever, Mondelez, L’Oréal, and now Diageo.

Here is the link: https://creative.salon/articles/creative-marketers/cmo-spotlight-patricia-borges-diageo

4. Fourthly, we pick Andrew Tindall’s piece in the Drum. Andrew Tindall asks why brands aren’t getting the bang for their buck in the modern ad market. Something’s going wrong, and we need to talk about it. Global ad spend is about to hit $1trn in 2025, up nearly 30% in real terms over the past 15 years. But the results aren’t there. A strong opinion – spend is up but effectiveness is down – it’s time to be less dull.

Here is the link: https://www.thedrum.com/opinion/2025/09/30/we-ve-never-spent-more-advertising-it-s-never-done-less-us

5. Fifthly, Rishad Tobaccowala regularly gets into our media reading stack with his publications, which arrives on a Sunday afternoon from his substack series: – The Future Does Not Fit in the Containers of the Past. This issue is on leadership and culture – edition 268. Companies and organisations that thrive excel in two areas: Leadership and Culture. They are both key and closely intertwined.

Here is the link: https://rishad.substack.com/p/on-leadership-and-culture

6. Sixthly, Ivan Fernandes always has a strong perspective, his posts on LinkedIn are forensically researched – this one on why AI levels the playing field for marketing agencies.

Here is the link: https://www.linkedin.com/posts/ivanfernandes1_why-ai-levels-the-playing-field-for-marketing-activity-7363564294300401665-yMM?

New Book Alert: We highlight Richard Shotton’s new book this month on ‘Hacking the Human Mind’ which looks at the marketing applications of behavioural science. Bestselling author Richard Shotton (The Choice Factory, The Illusion of Choice) and 9x CEO MichaelAaron Flicker, take a look at the behavioural science underpinning the success of 17 leading brands, like Apple, Dyson, Red Bull, and Starbucks. www.panmacmillan.com/harriman-house

AI: AI isn’t a bubble, it’s a mountain. This superb article written by WPP Chief AI Officer Daniel Hulme is a must read for all CMOs looking to evaluate their AI options and deciding whether  AI is a fad or fashion for their brand. https://www.linkedin.com/pulse/ai-isnt-bubble-its-mountain-daniel-hulme-rrkfe

Media: From media planner to business advisor: The expanding role of planning. https://uk.themedialeader.com/from-media-planner-to-business-advisor-the-expanding-role-of-planning/

Podcast: What makes creativity truly powerful in a world of AI and algorithms? BBDO Worldwide Chairman – Andrew Robertson’s latest podcast is a must listen!
https://www.adweek.com/agencies/why-bbdos-andrew-robertson-believes-ai-will-unleash-true-creative-talent/

Time for the Work: It picked itself! John Lewis for many years has been brilliant and getting their communications right with the rhythm and focus of modern life, so its congrats to John Lewis and Saatchi’s this month for a 140 second TVC celebrating John Lewis and their 100 years. https://www.johnlewis.com/content/then-now-always?

Back to Henley: (an Autumnal picture heading to Temple Island):Our fortnightly feature in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Warren Kerley, Founder of Tank2 based at the River & Rowing studio building. https://www.henleystandard.co.uk/news/henley-on-thames/198676/graphic-designer-who-helps-you-to-stand-out.html

If you’d like to discuss how these insights can apply to your organisation, or have any questions, we’d love to re-connect. Feel free to get in touch.

Kind regards

Will

Our Monthly Round-up of the key pieces in Marketing for August – curated for you, we’ve chosen six key articles, and two standout podcasts which we hope keeps you up to date in the world of Marketing.  Trends, insights, learnings – they are all here in one place. www.haiconsulting.com

Our August highlights:

1. Our top pick for this month is a piece from the Rishad Tobaccowala’s series ‘The future does not fit in the containers of the past.’ Edition 264. In this piece Rishad explains we are in tectonic times and he described the five tectonic shifts: – Duality, Third Connected Age, Generation Ruptures, Work and Job Uncoupling and lastly Imperilled Leadership.  The changes underway feel bigger than the shifts felt during the Fall of the Berlin Wall, Post 9/11, The Great Financial Crisis, The Internet, The Rise of China and Covid. The changes today are fuelled by all these transformations interacting with each other at scale and some new forces to create far greater tremors and movement. Today a leader can no longer stay up to date but needs to stay up to tomorrow. One has to constantly upgrade ones mental operating system. Find time to learn and to unlearn. Brilliantly written, a must read.

Here is the link: https://rishad.substack.com/p/tectonic-times-5-shifts?

2. Secondly, with so many organisations talking about the challenges of AI change and implementation, the Boston Consulting Group have produced a very good report on AI takeup in certain sectors. Titled – The AI-First Consumer Products Company, it’s a good read.

Here is the link: https://www.bcg.com/publications/2025/ai-first-consumer-products-company

3. Thirdly, we pick a piece from the Harvard Business Review July/August edition titled ‘How AI is redefining managerial roles.’ Gen AI has already begun transforming work by speeding up and even automating tasks, but looking further up the org chart, how will it change the work of middle managers? A new Harvard Business School study finds that using gen AI can flatten the corporate hierarchy and streamline productivity by freeing managers from some tasks of project coordination—but first companies must determine what to automate, and who will benefit the most.

Here is the link: https://hbr.org/2025/07/how-ai-is-redefining-managerial-roles

4. Fourthly, we pick a piece from the Drum on how the Brandtech Group Pencil’s launch could be a gamechanger and turning point for creative AI, now that it’s available on Google cloud marketplace.

Here is the link: https://www.thedrum.com/open-mic/why-pencils-launch-on-google-cloud-marketplace-marks-a-turning-point-for-creative-ai

5. Fifthly, we pick a piece from the Creative Salon, timely and right off their digital press, on what agency leaders think have been the lessons learnt from the first half of 2025, from economic volatility to creative evolution.

Here is the link: https://creative.salon/articles/features/2025-first-half-lessons-from-ad-agency-leaders

6. Sixthly, we had to pick this piece recommended to us by Tina Fegent, who publishes Tina Tells weekly. Gerry Farrell has written the A-Z of what he wished he had known when he was made a creative director.

Here is the link: https://www.linkedin.com/pulse/stuff-i-wish-id-known-when-got-made-creative-director-gerry-farrell-g7q8f/

Book Alert: Out today! a must buy. We highlight Andrew Robertson’s new book – Chairman of BBDO – titled The Creative Shift.Described as a brass-tacks guide to delivering and successfully executing one groundbreaking idea after another, without interrupting business as usual. This book is for every manager, leader, and entrepreneur who needs to rally a team, an organization, or themselves to think big and keep the flame of invention burning brightly while under suffocating pressure-which happens to be when you need creative problem-solving the most. Andrew offers the tools to help individuals, teams, and companies switch into creative mode, seamlessly and effectively. https://www.amazon.co.uk/Creative-Shift-Power-Organization-Making-ebook/dp/B0DSFNS8QV

Media: ‘Ian Whittaker’s – Buckle up for the ride as agency world will look significantly different in two years. We gather his insights weekly and this is a great read. https://www.linkedin.com/pulse/buckle-up-ride-agency-world-look-significantly-two-years-whittaker-9zqne/?

Podcast: The CMO Podcast, sent to us by Lucy Jameson of Uncommon London, their great BA client Calum Laming with Jim Stengal talks about the creative re-platforming of the airline – as a British Original. https://art19.com/shows/the-cmo-podcast/episodes/9ea4743a-918e-4153-945f-157da82e19d2

AI: A really insightful podcast, linked to our top pick above. Rishad Tobaccowala interviews Jay Haines discussing ‘Talent in the AI age’. Jay talks about the speed of AI, the need for ‘muscle’ memory in the new world. ‘When it comes to how you spend dollars and time, by discipline, everything you have should be invested in creativity, innovation and strategy.’ Rishad introduces the idea of Six C’s including ‘cognition’ – ‘keep learning’ and ‘be thinking around the corners.’  https://www.youtube.com/watch?v=uRJry7GlMDQ

Time for the Work: A tough pick for us this month. We liked the new Guinness Premiership work, new Bournville work, and the new O2 campaign sent to us by agencies. However, this ‘Little Gem’ stood out above the rest creatively resounding with its target audience (see what I did there). So it’s congrats this month to Omnicom’s Lucky Generals & AG Barr for a brilliant new campaign for Irn Bru. Some responsibility taking over from Leith’s 30 year old creative playbook. This clip shows how Glaswegians react and understand it. Made in Scotland from ‘the Clerkenwell Girders.’ https://www.youtube.com/shorts/BLBEuTe-aDQ

Back to Henley: (well a pic heading to Marlow this month):We have had some spectacular Summer weather on the river. Our fortnightly feature in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Ben Murphy, founder of Hosting Holidays. https://www.henleystandard.co.uk/news/let-s-get-down-to-business/198212/overnight-stays-and-interior-design-advice.html

Pitch-Positive Pledge: We are a Pitch-Positive Consultancy – we do not support agency pay to play or win fees. https://www.pitchpositivepledge.co.uk

If you’d like to discuss how these insights can apply to your organisation, or have any questions, we’d love to re-connect. Feel free to get in touch.

Kind regards,

Will

Our Monthly Round-up of the key pieces in Marketing for July – we’ve chosen six key articles, which we hope helps ‘keep your finger on the pulse’ of Marketing.  Trends, insights, learnings – served fresh -  they are all here in one place. www.haiconsulting.com

Our July highlights:

1. Our top pick this month is a piece from Mckinsey on the CEO’s role as the Chief Storyteller.  To ensure that their companies engage effectively with stakeholders, CEOs must set communication standards, embody the organization’s culture and purpose, and speak up in moments that matter most. McKinsey’s findings showed a 20% decrease in the number of CEOs who believe marketing’s role is clearly defined and understood. This suggests a growing perception that marketing is not fully integrated into strategic decision-making.

Here is the link: https://www.mckinsey.com/capabilities/strategy-and-corporate-finance/our-insights/the-ceos-role-as-chief-storyteller

2. Secondly, we pick a piece from the Harvard Business Review July/August edition. ‘Attracting new kinds of customers without alienating your old ones’. In the pursuit of growth, companies often strive to attract new kinds of customers. But if those new segments have needs, values, and preferences that differ from current buyers’, that approach can backfire spectacularly, driving away a firm’s loyal base and shrinking revenues.

Here is the link: https://hbr.org/2025/07/attract-new-customers-without-alienating-your-old-ones

3. Thirdly, we pick a piece from Brandtech boss David Jones from the Drum: titled: Ad agencies are ‘missing in action’ on generative AI. “The new language of creativity is artificial intelligence,” he says. “It’s not a question of whether artificial intelligence is more creative than humans – it’s when.”

Here is the link: https://www.thedrum.com/news/2025/07/30/brandtech-boss-david-jones-ad-agencies-missing-action-generative-ai

4. Fourthly, we pick a piece from the Creative salon: Ian Millner, Iris chair and co-founder who shares his belief that the agency sector has lost its way and needs to up its game to be fit to meet client needs.

Here is the link: https://creative.salon/articles/features/ian-millner-iris

5. Fifthly, we’ve picked a similar piece, this time from Michael Farmer who now has his own substack. Titled the  Destructive Effect of AI on Agency Fees if Man-Hour Billing Continues: A Case for Changing Agency Remuneration.

Here is the link: https://michaelfarmer.substack.com/p/the-destructive-effect-of-ai-on-agency?

6. Sixthly, we had to pick this piece as soon as we read it. Gutsy, driven, loyal, and funny, Dame Annette King has helped shape a generation of industry success. Here she shares her story.

Here is the link: https://creative.salon/articles/annette-king-s-leadership-legacy

AI: Daniel Hulme has been a visionary on AI for 20 years and is now at WPP, here at Nudgestock he gives his view. Is AI truly poised to replace knowledge workers, or are we missing a crucial piece of the puzzle? Daniel Hulme deconstructs the hype around AI, challenges our assumptions about its capabilities, and explores the very nature of consciousness. Revealing how understanding the power of human intelligence is the key to harnessing AI’s potential – and preventing it from controlling us. https://www.youtube.com/watch?v=sSGsWTUy5nU

Media: ‘Is Social media worth it’ If you read or listen to the news, you have probably heard about financial troubles at major social media platforms, including LinkedIn, Meta (owner of Facebook and Instagram) and X (formerly Twitter). How should you allocate your digital marketing budget? While companies may be downsizing, consumer’s social media addiction isn’t going away. A good review on how effective social media marketing is today. https://www.business.com/articles/is-social-media-marketing-still-worth-it/

Podcast: How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands – Grainne Wafer on the Uncensored CMO.https://uncensoredcmo.com/201

Time for the Work: Well it has to be a wry smile and congrats to T&P and Jeremy Clarkson for Hawkstone this month. Andrew Tindall is a fan too. https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7351128471978369024-61yB?

Back to Henley: Our fortnightly feature in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted to interview James Townsend, assistant winemaker at Harrow & Hope, Marlow, who has recently set up Leornian Wines. https://www.henleystandard.co.uk/news/henley-on-thames/197715/still-wine-maker-who-works-in-small-batches.html It’s been the Traditional Boat Rally this month and a busy time on the river. https://www.facebook.com/share/p/14GjXfeoZU6/

If you’d like to discuss how these insights can apply to your organisation, or have any questions, we’d love to connect. Feel free to get in touch.

Kind regards

Will

Our Monthly Round-up of the key pieces in Marketing for June – we’ve chosen five key articles, and one webinar, which we hope ‘keeps your finger on the pulse’ of Marketing. It’s been a busy month with Cannes, Royal Ascot, MAD/Fest and Henley Royal Regatta. But if you didn’t get time to read them – all good holiday reading – they are all here now in one place. www.haiconsulting.com

Our June highlights:

1. Our top pick this month is a report by Andrew Tindall of System 1. Across the world, marketers lack confidence in creativity’s power to drive business results, to identify the outcomes that matter, which metrics to track and the best ways to ensure advertising truly pays back. For the first time, System 1 has combined the Effie Case Library with emotion-first creative measurement database. In summary: Creativity is seen as a risk, not as an investment. Reach and time compound creativity. Narrow-targeted, low-emotion campaigns struggle to make any profit over time. Emotional and fluent campaigns lead to 7x profit if you commit for years. So Andrew asks ‘are you are pulling your cakes out the oven too soon?’ System 1 has made this 40-page early release of this data free to read.

Here is the link: https://lnkd.in/exppdWEk

2. Secondly, we have picked a fabulous presentation by Mark Ritson, who was busy in Cannes, with an acquisition, and a wider webinar at the end of June. Whilst the three wise men of Binnet, Ritson, Tindall have a project in the desert. “Four ads-Three factors-and Two bears” – Ritson’s webinar presentation is now available in this 30 minute video. Dive in! Brave Bison has bought the MiniMBA from Centaur this month.

Here is the link: https://minimba.com/four-ads-three-factors-and-two-bears-with-mark-ritson-on-demand/

3. Thirdly, Sir John Hegarty has been super busy developing his substack – ‘The Business of Creativity’ and he presented his consultancy services at last month’s Adforum. He had a captive audience at the Cannes Lions. He delivers a weekly briefing on big ideas shaping the world, and 76 issues in, there are some really great perspectives in here.

Here is the link: https://businessofcreativity.beehiiv.com/

4. Fourthly, we’ve picked this piece by Ramesh Kumar from Linked In, is this really the end of Powerpoint. We love a good slide but AI is taking over. ‘AI wont take your job, but someone who knows how to use it might.’

Here is the link: https://www.linkedin.com/posts/ramesh-kumar-691500240_al-just-killed-powerpoint-no-more-endless-activity-7339504674011496449-gIiP?

5. Fifthly, we pick a piece sent to us from Helen Weisinger of Production Works. ‘The Great Disconnect: Why Tech Platforms Alone Won’t Save Your Brand.’ We have seen a number of clients have been struggling with the intersection of Production, Technology and AI and – how to deliver better – faster – cheaper in their communications. Here Helen shows us how it can be done.

Here is the link: https://www.linkedin.com/feed/update/urn:li:activity:7345559503670525953/

6. Sixthly, we have been following Cannes all week, we had two days on La Croisette, meeting with agency leaders, and two days at Royal Ascot. Here Chris Hunton gives us his summary and opinion via the Drum. Safe to say La Croisette chat, ‘there was an aura of positivity’ – M&A will happen. OMG + IPG are already playing pitch at a Champions League level. There was a lot more positive chat in Cannes, than the chat at the Ascot parade ring.

Here is the link: https://www.thedrum.com/opinion/2025/06/26/i-got-bus-cannes-every-day-with-bunch-students-i-would-recommend-it

AI: A piece from BCG this month on AI at work. https://www.bcg.com/publications/2025/ai-at-work-momentum-builds-but-gaps-remain?

Media: Ian Whittaker is now writing a weekly newsletter called ‘the Bigger Picture’ and it is a great view of media. https://mailchi.mp/ianwhittakermedia/introducing-the-bigger-picture-14199828?e=6849be3cd6

Podcast: Pep always has something interesting to say on client relationships. So here is his Part One: https://podcasts.apple.com/gb/podcast/higgle-the-b2b-sales-club/id1708065394?i=1000712049402

Time for the Work: Well this month we had to pick all the Grand-Prix winning ads from Cannes, so ably summed up in this piece from the Drum. Cannes Lions 2025: View all the Grand Prix-winning ads | The Drum https://share.google/OvqfXRjZLE8znb0FE

Back to Henley: It’s been Henley Royal Regatta week, with thanks to Julian Sansum for getting a better picture than mine of the Red Arrows. Our fortnightly feature in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Nigel Sutcliffe and Barry Wagner, who have reopened the Three Tuns restaurant in the centre of Henley. https://www.henleystandard.co.uk/news/henley-on-thames/196948/butcher-and-restaurateur-are-pub-partners.html

If you’d like to discuss how these insights can apply to your organisation, or have any questions, we’d love to connect. Feel free to get in touch.

Kind regards

Will

Our Monthly Round-up of the key pieces in Marketing for April – we’ve chosen six key articles, and two podcasts, which we hope helps ‘keeps your finger on the pulse’ of Marketing. All our monthly reviews are available on our website. www.haiconsulting.com

Our April highlights:

1. Our top pick this month is a piece by Ivan Fernandes, on ‘The one lever you should pull in the next 90 days’ to build momentum beyond motion – and this is ‘prioritise’. We highly recommend  following Ivan on LinkedIn for his commercial analysis pieces, marketing and advertising overviews. – one to follow.

Here is the link: https://www.linkedin.com/feed/update/urn:li:activity:7325796870096601089/

2. Secondly, we have picked a piece from Sherilyn Shackell (Founder of the Marketing Academy) on lbbonline, ‘CMO’s must worry less…’ sent to us, by Nina Chande. What a great line: “If you are not prepared to be fired for the thing that you are trying to get that board to elect you for, then I’m sorry that you do not deserve that role, and you certainly will not deserve to become a CEO – because they risk being fired every single day.”

Here is the link: https://lbbonline.com/news/cmos-must-worry-less-about-being-fired-worry-more-about-being-a-good-leader-doesnt-matter-how-crap-you-are-as-a-marketer?

3. Thirdly, we pick a piece from Mckinsey from last month on how organisations are rewiring to capture value. Organizations are beginning to create the structures and processes that lead to meaningful value from gen AI. While still in early days, companies are redesigning workflows, elevating governance, and mitigating more risks.

Here is the link: https://www.mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai?

4. Fourthly, clients in many cases are looking for: – better – cheaper – faster with AI. Hugo Loriot, part of the Brandtech Group  writes on the 3 steps to get your data ready for Gen ai

Here is the link: https://www.adexchanger.com/data-driven-thinking/is-your-data-gen-ai-ready-here-are-3-steps-for-shaking-up-your-data-strategy/

5. Fifthly, we pick a piece form the Harvard Business Review – ‘How is your team spending the time saved by Generative AI. Generative AI is changing how we work. Tools like ChatGPT and Copilot help people write everything from emails to blog posts to plans for internal analyses 40% faster than they used to, according to a 2023 MIT study.

Here is the link: https://hbr.org/2025/03/how-is-your-team-spending-the-time-saved-by-gen-ai

6. Sixthly, We have been working with a few food brands most recently, notably Rana. We liked this piece from Forbes on transforming staple foods into brilliant new brands.

Here is the link: https://www.forbes.com/sites/alisoncoleman/2025/04/09/transforming-staple-foods-into-brilliant-new-brands/

Media: Well the news is out – and GroupM moves to WPP Media with client servicing brands and a single P&L. https://www.bandt.com.au/conflict-concerns-reliance-on-big-clients-but-a-boon-for-indies-industry-reacts-to-groupms-reported-global-consolidation-plans/

AI: David Jones CEO and Founder of the Brandtech Group covers the idea of real-time creativity as a result of Gen AI in this AdExchanger podcast. Better – faster – cheaper using the latest technology, but not to replace jobs or make the human potential redundant. Jones advises ‘Ask for a login’. https://www.adexchanger.com/adexchanger-talks/real-time-creativity-with-brandtech-ceo-david-jones/

Podcast: Whilst some have time to listen, some don’t. We pick a podcast each month and here is The IPA’s Ellie Olliff and Tina Fegent.https://ipa.co.uk/knowledge/adtalk-podcasts/business-growth/new-business-diaries-ellie-olliff-and-tina-fegent/

Time for the Work: It’s congrats to PG Tips and NCA Commercial Arts this month for continuing PG Tip’s Monkey’s Media career. ‘Live life one tea at a time’ https://www.linkedin.com/pulse/subways-ikea-parody-monkey-returns-pg-tips-very-cmn7e

Back to Henley: Early Summer in Henley – the HRR booms are going back up on the river. Our fortnightly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Henry Day, Founder  of the Henley Pub co. If you are heading here in the Summer for Regatta or Festival, then The Duke is definitely one for you to book. https://www.henleystandard.co.uk/news/home/196294/henry-day-founder-of-henley-pub-co.html

If you’d like to discuss how these insights can apply to your organisation, or have any questions, we’d love to re-connect. Feel free to get in touch.

Kind regards

Will

Our Monthly Round-up of the key pieces in Marketing for March – we’ve chosen six key articles, a piece on Media, AI, and a Podcast, which we hope ‘keeps your finger on the pulse’ in Marketing terms. All our monthly reviews are available on our website. www.haiconsulting.com

Our March highlights:

1. Our top pick this month we pick a great piece from Karen Martin, the incoming IPA Chairman, reaffirming the power of creativity. It helps when you have the power of BBH behind you, but this is probably the best reaffirmation of creativity we have seen. Martin sets out the critical need to put creativity back at the core of business. Her manifesto also highlighted key challenges facing the ad industry today, including short-term thinking, over-reliance on AI, and a disconnect from the very thing that drives the industry forward: human creativity. Just keeping walking!

Here is the link: https://ipa.co.uk/news/karen-martin-reaffirming-the-power-of-creativity/

2. Secondly, we have picked this piece from Ivan Fernandes on who’s winning in 2025. Three players, three winning formulas. The three winners are all agile, tech-driven, and aligned with business outcomes.

Here is the link: https://www.linkedin.com/pulse/who-winning-2025-three-players-formulas-ivan-fernandes-vabnf?

3. Thirdly, Rex Woodbury has an excellent substack – called Digital Native. In this piece he captures in 10 charts how the world is changing. So here is his top 10 in one go: Revenue / Employee, Online vs. Offline Commerce, Market Update: Profitability vs. Growth, Secondaries and VC Distributions, New York’s Tech Hiring Spree, AI Web Traffic + Clickthrough, The Power Law of Spotify and YouTube, Guinness’s Viral Boost, DoorDash Dominance, Gen Z Homeownership Rates.

Here is the link: https://www.digitalnative.tech/p/10-charts-that-capture-how-the-world-c68?

4. Fourthly, we wanted to highlight this piece written by Les Binet, on marketing measurement and specifically how econometrics is shaping the future of marketing. Les has moved on from A&EDDB and now runs his own consultancy.

Here is the link: https://www.thinkwithgoogle.com/intl/en-emea/marketing-strategies/data-and-measurement/les-binet-marketing-measurement/

5. Fifthly, we’ve picked a piece from Michael Farmer on what agencies must do to restore success. It isn’t about “winning new clients.” It isn’t about “being more creative” or “reducing costs.” It’s also about committing to help clients grow their brands — and helping CMOs become successful again.

Here is the link: https://michaelfarmer.substack.com/p/what-agencies-must-do-to-restore?r=abf7r&triedRedirect=true

6. Sixthly, we’ve become a bit of a fan of the Creative Salon. Here Stephen Lepitak looks at The M&A Surge Forcing Advertising’s Bold Future. How will the M&A deals shape the future agency landscape?

Here is the link: https://creative.salon/articles/features/what-m-a-trends-tell-us-about-ad-industry-2030

Media: Nick Manning gives his view on Media Agencies: the present and the future. The future swim upstream! https://www.linkedin.com/pulse/media-agencies-present-future-nick-manning-lz9ae/?

AI: We attended the Advertising Week Europe conference at 180 Studios this week in London – AI and Learning from the future, it was amazing to see how many companies are making tangible benefits in AI. Iconic brand leaders like Lego, McClaren, and Samsung discussed how they are using Ai to target different audiences. The conference showed the intersection of brands, technology, audiences and innovation.

Podcast: Our Podcast pick this month is an interview with Crispin Reed and it’s a really good listen – on adland and the perception of younger talent.  https://www.thedrum.com/podcast/does-adland-have-a-perception-problem-with-younger-talent-with-crispin-reed

Time for the Work: Well it’s our top pick this month for her manifesto in ‘Our Monthly Review’ – but it’s also our pick for the creative work – it’s congrats to Karen Martin & the IPA “The woman who walked around Soho” created by BBH London and Creators Inc. https://campaignbrief.co.nz/2025/04/01/bbh-london-creators-inc-recreates-iconic-johnnie-walker-ad-to-launch-ipa-president-karen-martins-manifesto-to-revitalise-uk-advertising/

Back to Henley: Spring in Henley – the view from Hambleden lock thanks to our hard-working lock-keeper Simon Shepherdson. Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview Kate Waddington, a farmer from Fawley. https://www.henleystandard.co.uk/news/business/195443/let-s-get-down-to-business-kate-waddington.html

If you’d like to discuss how these insights apply to your organisation, or have any questions, we’d love to connect.

Kind regards

Will

Our Monthly Round-up of the key pieces in Marketing for February – we’ve chosen six key articles, a piece on Media, AI, and a Podcast, which we hope ‘keeps your finger on the pulse’ in Marketing terms. TLDR: All our monthly reviews are available on our website. www.haiconsulting.com

Our February highlights:

1. Our top pick this month we pick a great piece from Rishad Tobaccowala on the four keys to leading today. We have entered an age of de-bossification. In many industries, particularly “White-collar” ones, the era of “bosses” is in decline. Less of a clamouring for boss like traits of controlling, managing, measuring, allocating, evaluating and checking in. There is a rise in the need for leaders and their traits of being guides, coaches, mentors, role-models, creators, pioneers and builders. It’s a great read.

Here is the link: https://rishad.substack.com/p/the-4-keys-to-leading-today?

2. Secondly, we have picked this piece from the Drum written by Andrew Tindall of System One on the Adidas new positioning. It’s not often a brand makes such a bold positive move, will it continue to thrive.

Here is the link: https://www.thedrum.com/opinion/2025/02/19/impossible-nothing-was-winning-hand-adidas-its-bold-new-direction-will-be-too

3. Thirdly, we’ve chosen a piece from Ivan Fernandes, on the relationship that holding companies will have with AI, efficiency, and redundancies. What will be the optimum and most efficient holding company size be of the future.

Here is the link: https://www.linkedin.com/posts/ivanfernandes1_ai-wont-save-holding-companies-redundancies-activity-7297927587928928256-6BMd/

4. Fourthly, we wanted to highlight this article by Mark Ritson in Marketing Week. Ignore anyone who tells you to forget about targeting. Targeting is the start of strategy, yet many marketers are being told they no longer need to bother with it. We’ve given him our podcast slot below as well.

Here is the link: https://www.marketingweek.com/ritson-ignore-anyone-targeting/

5. Fifthly, we pick a piece from the HBR on how your team is spending the time saved by AI. Tools like ChatGPT and Copilot are helping employees complete tasks much faster—cutting the time it takes to do them by up to 56%. But a new study shows that many people aren’t putting that newfound time to good use. Here’s what managers can do to get the most out of the time savings.

Here is the link: https://hbr.org/2025/03/how-is-your-team-spending-the-time-saved-by-gen-ai

6. Sixthly, we had to pick this piece this month on R\GA – as it goes Independent again. We visited R\GA year on year with Adforum for a super executive view of brand and marketing futures. They were always cutting edge, they mastered scoring more ‘Tens’ than any other agency – chaired by Bob Greenberg, with thought leaders Barry Wacksman & Tom Morton. From behind that fence, every seven years they re-invented themselves in line with those trends. All long departed, we wish the new company all the very best.

Here is the link:  https://www.linkedin.com/pulse/some-ruminations-sale-my-beloved-old-company-rga-barry-wacksman-rt5te/?

Here is the link:  https://www.lbbonline.com/news/rga-goes-independent-in-management-and-private-equity-partnership?

Media: Simon Davis the CEO of Walk-in Media writes for the Media Leader this month. The big media agencies are damaging the outlook for UK broadcasters through opaque trading practices that do not give them a fair share of client spend. https://uk.themedialeader.com/mr-bates-vs-the-big-agency-networks/

AI: We attended a Panel discussion – Learning from the past to lead the future – at WPP organised by the Marketing Society and Design Bridge. It included the very impressive Tati Lindenberg Chief Brand Officer of Unilever, and WPP AI Chief Daniel Hulme. Daniel also gave a presentation to the Drum. https://www.thedrum.com/news/2025/01/30/how-does-wpp-think-about-ai-here-s-the-framework-its-chief-ai-officer-uses

Podcast: Our Podcast pick this month is an interview with Mark Ritson – How to mess up your brand. What marketing looks like in three words and why simplicity is everything. https://podcasts.apple.com/nz/podcast/how-not-to-mess-up-your-brand-with-mark-ritson/id1786600621?i=1000691464145

Time for the Work: We felt we should pick something from the Superbowl this month, and so it’s congrats to Goodby Silverstein and Partners for Mountain Dew and a totally bonkers ad. With thanks to Troy Ruhanen for sending us the new OAG LinkedIn newsletter – Cornerstone – a great selection of global work to pick from. https://www.youtube.com/watch?v=8QPLoTLAdh8

Back to Henley: Our weekly column in the Henley Standard continues where we interview local entrepreneurs. It’s called Let’s Get Down to Business. We were delighted this month to interview John Swift from Lawlor’s, a small craft bakery based in Henley.  https://www.henleystandard.co.uk/news/let-s-get-down-to-business/195327/lets-get-down-to-business-john-swift.html

If you are looking to review your agency relationships and resourcing structures in 2025, please do get in touch, we are here to help, and answer your queries.

Kind regards

Will