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Thinking Ahead

We stay ahead of a fast-changing landscape. Learn what our specialists think about the trends, data and technology that are shaping consumer behaviour, and how you can positively respond.

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AMERICAS / Industry Insight

Consolidated Data is the Future. Are You Prepared?

Let’s start with the basics. Martech, an abbreviation of marketing technology, refers to all the software, platforms, and tools that brands and agencies use to streamline, automate, and analyze the marketing they conduct. Stack procurement is the process of finding and implementing that collection of tools and technologies to aid and deliver on a brand’s needs and goals. 

AMERICAS / Industry Insight

Don’t Be Scared of AI – It’s An Essential Tool Every Marketer Should Be Using

With ChatGPT becoming a major topic of conversation, it’s sparking many existential questions on the role of AI in advertising (and no, AI didn’t write this article — we’re not out to trick you). The focus of the debate seems to come back to the creative realm, however: if we look at content creation and copywriting as an art form, is it ethical to leverage AI to spearhead creative output?

AMERICAS / Industry Insight

The Digital Marketer’s Guide to Navigating a Recession

There have been some differing opinions on whether or not we’re in a recession. And while certain economic indicators can be read differently to that effect, many brands and advertisers are approaching 2023 with a sense of caution around the global economic outlook regardless.

AMERICAS / Industry Insight

Understanding the Trends to Make the Most of Marketing to Millennials

Millennials, which we can roughly define as those born roughly between 1981 and 1995, are a unique generation as an audience for marketers. Raised in an era of exponential technological shifts, the majority of Millennials grew up with limited or nascent internet access, and became a large consumer base at the onset of the eCommerce and social media booms of the early and mid 2000s, respectively.

AMERICAS / Industry Insight / Work & Awards

Route to Ready: How to Get Started on Your Digital Transformation Journey

The digital marketing and advertising landscape of 2022 is vastly different than it was just three years ago. Greater digital adoption, accelerated by the pandemic has created the conditions for online sales to have its first $1 trillion year this year.

AMERICAS / Industry Insight

Value-Based Bidding: What It Is, and What You Need to Know to Make the Most of It

Value-based bidding (VBB) is a topic that is increasingly discussed within the digital marketing industry. While the concept itself isn’t new, Google made the strategy a major focus in 2021, encouraging advertisers and media buyers to get in on the ground floor.

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