by vicki | Apr 15, 2026 | Measurement & Analytics
The most common version of the multi-channel paid media question goes something like this: we are running Google Ads, should we add social? Or: we have been on Meta, should we test Google? The framing treats the channels as alternatives, or at best as parallel tracks...
by vicki | Apr 8, 2026 | Paid Social Strategy, TikTok Ads
Most brands approach TikTok advertising in one of two ways. The first is dismissing it entirely as a platform for teenagers doing dances, unsuitable for serious performance marketing. The second is treating it as a trend-chasing exercise, producing reactive content...
by vicki | Apr 1, 2026 | The Future of Advertising
There is a version of this conversation that is entirely unhelpful: a list of tasks AI will automate, followed by reassurance that human judgement will always matter, followed by a vague call to “adapt.” That is not this post. The honest version is more...
by vicki | Mar 25, 2026 | The Future of Advertising
The traditional image of a media buyer involves rate cards, placement negotiations, and the manual optimisation of bids and budgets across a fragmented landscape of publishers and platforms. It was a technical, transactional discipline. The skills required were...
by vicki | Mar 18, 2026 | The Future of Advertising
The advertising industry has a predictable relationship with AI: first denial, then panic, then overcorrection toward the belief that everything has changed. The truth is more useful than either extreme. Some things have changed substantially. Some things have not...
