Today we are joined by Rebecca Sykes, Partner and Head of AI at Brandtech Group. We talk about taking the repetitive & mundane work out of marketing so people have more time to think, why AI should create opportunity instead of simply cutting costs, what agentic AI actually changes, and why the brands that come out ahead will be the ones that change their culture, not just their technology.
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
