Retail Media Is a Spend You’re Not Governing
Retail media is the fastest-growing line in the budget and the least governed. The transparency, measurement and conflict questions advertisers must ask now.
When Thought Leadership Hallucinates
In 2026 two of the world’s largest firms withdrew marketing reports built on AI-fabricated citations. Why verifiable evidence is now the scarcest asset.
GEO Is Not an SEO Tactic
Generative Engine Optimisation is sold as the new SEO. Framed correctly, GEO is about who governs your brand’s visibility inside AI systems.
Agentic AI: The Real Question Is Who Governs It
The agentic AI debate is stuck on capability. The decisive question for marketers is governance: who directs the agents, who’s accountable, who absorbs them.
From Vanity Metrics to a Discipline of Value
Most marketing measurement reports activity, not value. The 2026 shift: from dashboards that describe to a measurement discipline that decides.
The Content Supply Chain Has a Governance Problem
As AI multiplies content, the constraint isn’t creativity or cost — it’s governance: who owns what, who’s liable, and whether the value can be proven.
Production Is a Step, Not a Silo
Production is treated as a cost centre to squeeze. In an end-to-end model it’s a governed step — linked to remuneration upstream and measurement downstream.
In-housing Without Illusions
In-housing marketing is neither a cost panacea nor a threat. It’s an operating-model decision: which capabilities belong inside, which in the ecosystem, and why.
Roster Rationalisation Beyond Savings
Cutting the agency roster to save money is easy and usually wrong. How to design a roster that compounds value — by role, not by headcount removed.
The Pitch Is a Tool, Not a Product
The healthiest agency pitch is often the one you don’t run. When a pitch is the right tool for the decision — and when it just restarts the cycle.