Here's what caught my attention in the last 24 hours — and more importantly, what it means for those of us building brands and driving growth.
The AI Investment Shift Isn't What You Think
When S4 Capital (one of the world's largest advertising groups) announced their latest numbers today, something fascinating emerged. While their clients are increasingly investing in AI infrastructure, it hasn't cannibalized marketing budgets as many feared.
In fact, they're expecting revenue north of £746 million, with adjusted earnings exceeding £84 million.
This tells us something crucial about where the market's heading: Companies aren't choosing between AI and marketing — they're integrating both. The real winners will be those who leverage AI to enhance their marketing effectiveness, not replace it.
When Breaking Up With Competition Makes Sense
Asda just made a move that's raising eyebrows: dropping their Aldi and Lidl price match scheme after just 12 months.
On the surface, this might seem counterintuitive. In a cost-of-living crisis, wouldn't you want to emphasise value?
But here's what fascinates me: Sometimes the bravest strategic move is stopping what doesn't serve your brand's future. Price matching can quickly become a race to the bottom. By stepping away, Asda signals they're ready to define value on their own terms.
Cultural Institutions Are Rewriting The Marketing Playbook
The Victoria & Albert Museum just brought in Charlotte Lock, John Lewis' former marketing chief, to lead their brand strategy. Their goal? Attract audiences under 35.
This is more than just another hiring announcement. It's a sign that traditional institutions are recognising the need for retail-style thinking in culture. The lines between sectors are blurring, and fresh perspectives are becoming invaluable.
The Accessibility Gap We Need to Talk About
Here's a number that stopped me in my tracks: Only one in four TV ads in the UK have subtitles. Less than one in ten have audio descriptions.
This isn't just about doing the right thing (though that matters). It's about smart business. When you exclude portions of your audience, you're leaving money on the table. The industry's new accessibility guidelines launching today aren't just timely — they're overdue.
What This Means For You
Looking at these moves together, a clear picture emerges about where marketing is heading:
The AI revolution isn't about replacement — it's about enhancement. Focus on integration, not opposition.
Sometimes standing out means stepping away from competitor comparisons and owning your unique position.
Cross-industry expertise is becoming invaluable. The best insights often come from unexpected places.
Inclusive marketing isn't a nice-to-have — it's a business imperative.
The market's speaking. The question is: Are we listening?
I'm curious to hear your thoughts on these shifts. Which of these moves do you think will have the biggest impact on your industry? Drop a comment below or let me know on X/Twitter @JackPWilloughby.
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