Why “experience is the new media” but only if it’s measured If you lead a CPG brand (or a sports/entertainment property) in 2026, you’re living in the same reality: Paid media is fragmented and more expensive to make “work.” Attention is rented, not owned. Trust is harder to earn and easier to lose. And multicultural growth isn’t a “segment strategy” anymore. It’s the market. That’s why experiential marketing keeps coming back. Not because it’s trendy, but because it creates

A practical field guide for CEOs, VPs Marketing, and Heads of Insights in retail, CPG, banking, and telecom If you run growth in Canada, you already feel the shift: The “general market” isn’t disappearing … it’s fragmenting. The cost of finding incremental buyers is rising. Loyalty is thinner than it looks in tracking. And the consumer mix is changing faster than most annual plans. This is why newcomer consumer research  has become a CEO-level growth issue. Not because it’s t

The Real Impact on Careers, Brand Control, and Culturally Sensitive Messaging This isn’t just a “productivity” story anymore. It’s a power shift . AI is rapidly absorbing the execution layer  of digital marketing (media buying, variation testing, production, optimization). That changes: who gets hired what junior roles look like how brands control (or lose control of) their message how often cultural missteps happen — and how expensive they become And the uncomfortable truth