Fergus McCallum, Chief Executive Officer at TBWAMCR, joins us to talk about the comeback of humor in advertising. We dive into why brands moved away from funny campaigns, how humor can tackle sensitive topics, and what it takes to make a joke land without backfiring. Fergus shares examples from his work and insights on how humor is connecting with audiences again—especially as platforms and Gen Z shape the future of advertising.
Learning velocity – the ability to explore more strategic paths, understand consequences faster, and commit with greater confidence – becomes the competitive advantage.
The accountability partner does more than place the buy and report on it. It cuts through fragmented, often conflicting data and hands the brand a clear, defensible read on what worked, an answer the client can carry to its own board.
By Becky Johnson, Advertising Week Writer & Podcast Host For years, marketers have relied on familiar signals to understand whether their brands were being discovered online. Rankings, clicks, impressions, and […]