This year, the brands that won didn’t feel dramatic. There was no sudden breakout moment. No “remember where you were when this post dropped” energy. No marketing group chat declaring a new genius had entered the arena. They just… kept showing up.

Before the holiday rush hits full force, before the pies go in the oven and someone inevitably insists they make the best stuffing on Earth, we want to take a moment and say something simple: thank you.

Content pillars keep brands organized, but today’s audiences don’t think in tidy themes—they move through evolving stages, and your content strategy needs to move with them.

Welcome to the clip economy, where moments now move markets.

AI can generate infinite creative options, but true value comes from the human power of direction—making the right decisions that drive brand and business outcomes.

The brands that win at events like IFPA don’t just display product. They bring personality. They create experiences. They build belief.

For the past few years, everyone’s been talking about generative AI – tools that create. They write, design, code, compose, and imagine. But the next evolution, agentic AI, isn’t about creating more stuff. It’s about getting stuff done.

Marketers once believed constant posting was the key to success, but endless content led to burnout and disengaged audiences. Now, algorithms and audiences value authenticity and purpose over volume. The winning strategy isn’t posting more—it’s posting with meaning.

The inbox is chaos. Social feeds are throttled by algorithms. Ads are more expensive and less effective. So where are smart brands turning? To the one place customers still open almost everything: their texts. But before we declare SMS the next big moneymaker, it’s worth asking—is it really the new revenue channel or just another tool we’ll wear out?