CATEGORY: TIMELINE
Why authentic storytelling and a distinct brand voice matter more in an AI-driven advertising landscape.
AI Fatigue Is Coming. Here's What Brands Should Do About It.
AI is making content faster and cheaper to produce. But as more brands adopt the same tools, standing out could become harder. Adam Wilde predicts that AI fatigue could push consumers toward more meaningful brand experiences, from experiential marketing to original YouTube series. The opportunity isn't simply to create more content. It's to create something worth paying attention to. For brands, that means developing a distinct voice, investing in storytelling, and giving audiences a reason to come back.
From creative style to chemistry on set, choosing a director is about more than finding someone whose work you love.
A Great Reel Isn't Enough: What Really Makes the Right Commercial Director?
Choosing a commercial director involves more than reviewing past work. TRG National Account Director Bill Mann shares why creative specialization, communication, collaboration, and personal relationships are essential to finding the right fit for a production.
Great Content Isn’t Enough: Why Understanding Your Audience Comes First
Why understanding your audience is the first step toward creating content that connects.
WORTH READING: How Play Fuels Creativity and Innovation at Work
Somewhere along the way, we’ve convinced ourselves that creativity only happens when we sit still, focus harder, and get serious. But I’ve found the opposite is often true.