What happens when an agency is built on teaching and not just executing? In our latest episode, Ren Akinci sits down with Kim Lawton, founder & CEO of Enthuse Marketing, to break down the non-negotiables behind sustainable creativity, the traps experiential teams keep falling into, and what agency leaders need to unlearn heading into 2026.
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.
