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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

Our Monthly Round-up of the key pieces in Marketing for December – we’ve chosen six key articles, a piece on Media, and a Podcast – as well as our regular Back to Henley slot. We’ve spent Christmas in Santiago, Chile, so this review comes to you from 38,000 feet passing the Andes on our way home. A lot to Round-up in terms of Year reviews, Leadership, & Christmas ads. TLDR: All our monthly reviews are available on our website. www.haiconsulting.com

Our December highlights:

1. Our top pick this month is a good presentation from Mark Ritson who highlights the Top 10 Marketing moments from 2024. We like Mark’s banter – he simply says it ‘as it is’. In the poker game of Marketing he states how System One is capable of giving the Campaign journo’s a run for their money when it comes to scoring the new AI Coca-Cola ad. It’s an hour long piece, packed full of goodness where he highlights some key findings from McDonald’s and McCain, the short and the long, and ads that work. His key summary, ‘If you’ve got a good ad, keep running it.’

Here is the link: https://www.youtube.com/watch?v=Wpwdwr5SRcM

2. Secondly, it is the list of the Top 10 Most popular/read articles from Mckinsey which they published last week. Generative AI has sparked a renaissance in business innovation—and this year, the boldest leaders have started to realize value from it. There’s room for more to blaze a trail. CEOs, boards, and top executives across industries can transform their organizations with gen AI as their copilot. To get started, explore the most-read AI piece of the year.

Here is the link: https://www.mckinsey.com/featured-insights/year-in-review

3. Thirdly, we pick a piece from the Marketing Week reporters on the Marketing trends of 2024. From the growth of ad-funded streaming and winning the argument for pre-testing, to gen AI entering the mainstream, 2024 has been a good year for committing to consistency.

Here is the link: https://www.marketingweek.com/2024-year-in-review-good-year/

4. Fourthly, it’s a ‘Pepp talk’ – we had to include it this month. Jon Peppiatt writes on Culture, Strategy, and Industry Change and given he is now working in and out of the Growth House in Henley, we look forward to catching up with him soon.

Here is the link: https://www.lbbonline.com/news/the-view-from-both-sides-of-the-table/?mc_cid=7dd190abb1&mc_eid=b087a45a16

5. Fifthly, we pick a report produced by System One on consistency and familiarity in Christmas advertising. According to creative effectiveness platform System 1, the 2024 festive season is set to be the most “consistent Christmas for advertising” it has seen to date. The consultancy has published its 2024 Test-Your-Ad scores highlighting how campaigns from six major brands – Cadbury, Amazon, Lidl, Sainsbury’s, Aldi, M&S Food – have already received its highest available score of 5.9 stars.

Here is the link: https://www.marketing-beat.co.uk/2024/11/08/system-1-christmas-ads/

6. Sixthly, Rishad Tobaccowala is back this month, and this is his piece from the Christmas break on ‘Paradox.’ The world is changing, setting up a situation in which organizations must learn to take two seemingly opposite actions – in order to be profitable. As we move to distributed work, as technology advances, and as other trends transform society, a set of opposing but connected forces have emerged: Fragmentation and Integration.

Here is the link: https://rishad.substack.com/p/paradox

Media: A good perspective - 2024 was a difficult year for many media agencies. 2025 looks like being a tough year too, a transparent, responsible and accountable advertising environment is needed, as this piece in the Media Leader explains. https://uk.themedialeader.com/2025-wont-be-business-as-usual-so-we-must-change-with-the-times/

AI: Enterprise technology’s next chapter: Four gen AI shifts that will reshape business technology from Mckinsey. https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/enterprise-technologys-next-chapter-four-gen-ai-shifts-that-will-reshape-business-technology

Podcast: Jon Evans produces the Uncensored CMO series, in December he interviewed behavioural science guru Rory Sutherland of Ogilvy – ‘Jaguar: Madness or Marketing Genius?’ https://uncensoredcmo.com/bonus164

Time for the Work: Well with so many good Christmas ads to pick from. We had to pick one and say congrats to John Lewis and Saatchi’s as our pick. Here is the link to the free System One report. https://www.linkedin.com/posts/andrew-tindall_system1-have-tested-the-new-john-lewis-activity-7129732156246913024-8TXR/

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 Chloe and James Brownbill, who own and run the Marlow Cheese Company. https://www.henleystandard.co.uk/news/let-s-get-down-to-business/194213/lets-get-down-to-business-chloe-and-james-brownbill.html

According to a Uk based Intermediary, following a study of 500 Senior Marketers, 98% of brands are planning to either, definitely, or probably initiate a pitch for some or all of the marketing within the next twelve months. If you know someone who is looking to review their agency relationships and resourcing structures in 2025, please do recommend us to help them.

Kind regards

Will

Our Monthly Round-up of the key pieces in Marketing for November – we’ve chosen six key articles, a piece on AI, Media, and a Podcast – as well as our regular Back to Henley slot. A lot to Round-up this month – Christmas ads, Retail woes, Ritson, Jaguar, the future of media. All our monthly reviews are available on our website. www.haiconsulting.com

Our November highlights:

1. Our top pick this month is an interview on ‘Understanding Marketing Effectiveness’ with Les Binet. Balancing short-term wins with long-term growth is crucial in the fast-paced marketing world. In this interview, Coen sits down with Les Binet, Head of Effectiveness at adam&eveDDB, to discuss how brands can navigate this landscape. Les has profoundly influenced modern marketing strategies, primarily through his work on “The Long and the Short of It,” co-authored with Peter Field.

Here is the link: https://www.alpha.one/blog/understanding-marketing-effectiveness-with-les-binet And he also has an Apple podcast out this month. https://podcasts.apple.com/cy/podcast/les-binet-uncovered-surprising-secrets-of-ad/

2. Secondly, a piece from Marketing Week – with a continuing focus on effectiveness – Brands shouldn’t leave it to their agencies to prove marketing’s impact, but working closely with them creates a virtuous circle of learning and improvement.

Here is the link: https://www.marketingweek.com/who-owns-effectiveness-culture-brands-agencies/

3. Thirdly, with a bit of a retail feel this month, we have picked two retail pieces, the first written by Mark Ritson on Brand of the Year – Marks and Spencer.

Here is the link: https://www.marketingweek.com/ritson-marks-spencer-brand-year/

The second by Ian Shepherd who writes his own substack called Moving Tribes – Reading the runes of 2025

Here is the link: https://open.substack.com/pub/movingtribes/p/reading-the-runes?

4. Fourthly, we like the WARC feed and there are several great articles in here. We particularly like the Marketer’s Toolkit for 2025, the fourteenth edition of the report draws out five major trends that will define strategic planning, based on an extensive global survey of practitioners.

Here is the link: https://www.warc.com/content/feed/PGs_threestep_formula_for_meaningful_insight/

5. Fifthly, we had to have a piece here this month for the Jaguar rebrand, but as an Intermediary we never negate new work, we try to help clients and agencies develop better work.

Here is the link: https://www.attitude.co.uk/life/how-hate-and-homophobia-made-a-genius-of-jaguars-rebrand-476326/

6. Sixthly, we pick a great substack that has been gaining momentum all year. Written by Sir john Hegarty – its called the Business of Creativity, and there are some great musings here. And a free subscription.

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

Media: Who better to give you this report than Nick Manning on the future of media and the arrival of tech innovation. One media highlight this month we must mention, that we attended was the Goodstuff Media showcase – a fantastic view on upcoming media tech. https://uk.themedialeader.com/the-future-of-media-agencies-is-long-overdue-innovation-on-its-way/

AI: Love this, Saneel Radia talking from Proto New York on AI on growth, these guys are super smart, a great listen. AI could be the first technology revolution that better serves client incumbents and established players, than it does the startups looking to disrupt them.  https://vimeo.com/1030917474

Podcast: We’ve picked the Uncensored CMO and this version by tradition is the episode with Mark Ritson. Mark Ritson is back for a review of the most read stories this year. He debates if Liquid Death is more than just water in a can, why Nike’s focus on DTC was a mistake and what we can all learn from KitKat’s perfect positioning.https://podcasts.apple.com/au/podcast/mark-ritson-on-the-fall-of-nike-kitkats/id1486335987?i=1000676731785

Time for the Work: A difficult choice this month with so many good Christmas ads. Cadbury, Coca-Cola, Tesco and John Lewis, even Waitrose, creatively very worthy contenders. But in the end, we like an ad that tugs on the heart – so its congrats to Apple and TBWA\MediaArtlabs for producing this fantastic ad for their AirPods – it’s Apple Heartstrings. https://www.youtube.com/watch?v=EvnJhwIwqds

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 Liz Darran, the Chief Brand and Creative Officer at Fortnum and Mason. Time to do your Christmas shopping folks. https://www.henleystandard.co.uk/news/henley-on-thames/193556/lets-get-down-to-business.html

According to Campaign, almost half of marketers plan creative or media agency review in next 12 months. If you are looking to review your agency relationships and resourcing structures in 2025, please do get in touch now, so we may plan ahead and help you.

Kind regards

Will