The next battle for marketers is intent
October 28, 2026
By Joanne Ng For years, marketers could rely on a simple equation: if you could earn attention, you could influence consideration. Reach became the industry’s favourite currency, and entire strategies were built around acquiring more ...
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The missing middle: why marketing needs a ‘validation layer’
October 22, 2026
By Cassie Gilbert Think about how you make big decisions in real life. Before booking a trip, buying new tech or trying a spot in town, what’s the first thing most of us do? We ...
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When AI can read the audience, who controls the influence?
October 14, 2026
By Professor Rocky Scopelliti For most of advertising history, marketers have tried to understand audiences indirectly. They used demographics, surveys, behavioural segments, purchase histories and, more recently, digital traces. AI is now changing that relationship. ...
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