Short pieces about the parts of marketing that genuinely interest me: campaigns, culture, creativity, and how the industry is changing.
AI adoption is accelerating, but access to the technology is not the same as organisational readiness. The real opportunity belongs to marketers who can turn AI from an impressive demonstration into responsible, measurable commercial progress.
KitKat transformed the theft of chocolate bars into one of 2026’s biggest brand moments. Its success did not come from making the funniest joke. It came from giving the audience a role in the story.
The frequent consumption of many ultra-processed foods did not become normal because of one persuasive advertisement. Years of repetition, familiar branding, strategic pricing and constant availability helped make it feel ordinary.