Catégorie : Strategy

The article discusses the « Creator Gap » observed at the Cannes festival, highlighting the ongoing tension between brands’ financial investments in creators and the limited impact on brand building. New research from organizations like WARC, Kantar, System1, and CreativeX underscores the issue, suggesting a need for a strategic shift to transform this challenge into an opportunity…

The article highlights the growing divide at the Cannes Lions festival between the traditional celebration of creativity inside the Palais and the burgeoning focus on technology and business outside, a divergence more evident in 2025. As Cannes evolves into a dual event catering to both creativity and commercial transformation, the emphasis is shifting towards integrating…

The article highlights a growing concern about AI systems consuming content without reciprocating traffic, which disrupts the traditional internet economic model where content creators received traffic in exchange for their content. With AI engines like Google Search generating 75% zero-click searches and companies like OpenAI requiring massive page views for minimal traffic return, content creation…

The article discusses the transformative impact of AI agents on the competitive business landscape, emphasizing the potential for companies to either advance significantly or fall behind depending on their approach to integrating AI. Key insights from McKinsey’s experts, including Alexander Sukharevsky and Dave Kerr, outline strategies for CEOs to leverage AI for scalable impact, while…

Modern travelers are seeking amenities that cater to their health-conscious lifestyles, such as well-equipped gyms, clean food options, and functional saunas, rather than traditional luxury features like complimentary prosecco. This trend is underscored by viral discussions and critiques from figures like Bryan Johnson, who spends $2 million annually on maintaining youthfulness, emphasizing the shift in…

At Cannes 2025, key insights include the enduring importance of creativity amidst the rise of generative AI, which, while enhancing the creative process, also disrupts traditional agency models. Retail Media Networks are gaining dominance in ad spend, with larger players likely to prevail, and there is a notable convergence of media types promising better measurement…

At MAD//FEST, Sir Martin Sorrell emphasized the transformative impact of AI on marketing, highlighting its role in reshaping creative processes, automating media buying, and enhancing efficiency in ad production, which can now be completed in a fraction of the time and cost. He noted that personalization at scale and geopolitical uncertainties are influencing market dynamics,…