The year marketing stops shipping work and starts running systems

"This will be the year that the old time-is-money model dies. The smarter ones have recognised that we’ll be selling on outcomes going forward and are busy creating new commercial models to keep pace with the tech shift." 
 
Hot off the press, our director of AI and creative Matt Garbutt is featured in The AI Journal. He unpacks how, five months into 2026, AI is already changing how agencies and brands will work together for years to come, why "bespoke" no longer comes at the sacrifice of "efficient", and more. ⚡  
 

Check out the full piece here.