Marketing 101

The Palmer Group explored how AI is no longer a tool — it’s a leadership test. Marketers must govern AI strategically, embracing agentic systems and reasoning engines to stay competitive in a synthetic, autonomous world.

WPP Media’s Brian Lesser outlined how the future of brand value creation lies at the intersection of ubiquitous media and transformative AI, urging marketers to move from tactical campaigns to strategic worldbuilding for intelligent, measurable growth.

In this video, representatives from AARP and partner company Interloq shared illuminating results from AARP’s annual “Mirror/Mirror” study and highlighted how AARP used these insights to develop a campaign that provided a massive lift in brand equity among women.

Ensure you’re getting the most out of your AI tools with these five game-changing data strategies that will transform your marketing efforts.

Laura Connell from GWI shared how to close the gap between data and action, reframe insights as the connective tissue across channels, and strengthen AI adoption by grounding it in human truth.

Headspace SVP Connie Chan Wang shared how the brand is redefining mental health care through inclusive partnerships, product evolution, and a philosophy rooted in meeting people where they are.

With WPP Media research showing that 84 percent of purchases are made by people already biased toward a brand, On Scope host Mike Berberich and show producer Ryan Dinger challenge assumptions about the effectiveness of performance marketing.

From crosswalking to predictive personas, Morning Consult’s Michael Ramlet is intrigued by the future of synthetic research, even going as far as to say it will finally gain marketers some respect from the C-suite.

Using lessons learned during the development of her organization’s “Agree to Agree” campaign, The Ad Council’s Ro Patrick shares her advice for how brands might approach identifying social issues they can take a stand on without getting caught in the tense political fray.

In this video, Kyall Mai from Esquire Bank shared a blueprint for transforming marketing leadership to thrive in the AI era through mindset shifts, organizational reinvention, and hyper-personalization.

Data visualization is both the first and last mile of insight, enabling exploration of data and communication of findings to audiences who increasingly prefer images over spreadsheets and white papers.

The Ad Council’s Ro Patrick joins On Scope to discuss her organization’s “Agree to Agree” campaign, which seeks to reduce gun violence affecting children by fostering civil dialogue, and what other brands can learn from the effort about engaging in social conversations without getting caught in the political fray.

How are DTC brands successfully connecting with consumers?

In this video, WPP Media’s Brian Lesser outlined how the future of brand value creation lies at the intersection of ubiquitous media and transformative AI, urging marketers to move from tactical campaigns to strategic worldbuilding for intelligent, measurable growth.

Scott Cohen, CEO at InboxArmy, explains why email isn’t going anywhere anytime soon, outlining all the reasons why it will still be an effective marketing channel, even as gen Z and gen Alpha come of age.

Scott Cohen, CEO at InboxArmy, shared his thoughts on how AI should and — more importantly — shouldn’t be deployed within your email marketing strategy.

On Scope host Mike Berberich and show producer Ryan Dinger discuss Gap Inc.’s new self-service affiliate and advocate platform for creators, speculating on what it means for the future of influencer marketing and how Gap might protect brand safety within this new model.

Morning Consult CEO Michael Ramlet joined On Scope to discuss the potential of AI-powered market research to reshape marketing strategies through broader access to consumer data. With host Mike Berberich, he explored democratized data, AI bias, synthetic audiences, and the enduring role of human insight.

How can marketers spread awareness of their brands through gaming?

Despite billions being invested into retail media campaigns, many brands are still letting internal misalignment derail their efforts, leaving ton of money on the table in the process. In this POV, we explore the most common internal issues around retail media activation and share how you can fix them.