Marketers used to fight for top of mind. In the AI era, the slugfest is for top of model. If machines can’t find you, people won’t remember you. What are the ways to win AI cred? Think more like a PR specialist than a traditional ad guy.

Credit: Lianhao Qu, Toronto

Trying to grow brands on an over-reliance of performance media is like trying to survive on protein bars. We now know that brands need a combination of equity and activation media to grow.

The riskiest thing marketers can do today is play it safe. Over thinking, over-processing and watering down ideas makes them ignorable. In fact nearly 50% of advertising has been shown to elicit no response. Room tone. For this type of advertising, marketers spend 3x more in media to get the same effectiveness of a better ad. Read on to learn more.