YOUR BRAND'S UNIQUE DATA IS THE KEY TO STANDING OUT WITH AI

If you're experimenting with AI, you're likely aware of a growing risk: as more brands adopt the same tools, their content may begin to sound increasingly similar. When everyone uses public models with similar prompts, they may end up getting lost in a sea of generic, homogenized marketing. So, how do you use AI to stand out, not just to get faster? The answer isn't in finding a better tool; it's in using better fuel. 

The most powerful, unique and defensible asset you have is your own brand DNA: the treasure trove of your historical performance data, nuanced audience insights, unique brand voice and strategic knowledge. The key is to move beyond generic tools and build a proprietary system that runs on this unique data, our Data & Digital Media Consulting APAC VP, Jessica Ross, recently shared on our blog. She explores the concept of a custom agentic workflow—essentially a network of specialized AI agents trained exclusively on your brand's ecosystem—that deeply understands your voice, your strategy and even your specific compliance rules.

This approach transforms your marketing archive from a static library into a dynamic, compounding advantage. Instead of just producing content, this system can uncover creative opportunities invisible to competitors, all while ensuring every single output is unmistakably, recognizably yours.

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AI IS CHANGING SEARCH—HERE’S THE NEW PLAYBOOK

Seeing good SEO rankings but a drop in traffic? That’s probably because AI is increasingly answering questions directly in search results, so fewer people need to click through. Our new report details a new Engine Optimization (EO) playbook to keep your brand visible. Here's one tip: Start measuring AI visibility by tracking how often your brand is cited in answers, as well as the sentiment and accuracy of those mentions.

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WHY BRAND-BUILDING REMAINS ESSENTIAL FOR GROWTH

In a new South China Morning Post interview, S4Capital’s Sir Martin Sorrell discusses global growth, observing that while many successful Chinese brands excel at performance marketing and scale, they often fail to invest in branding. He notes they tend to see branding as "an added cost rather than an investment," a lack of storytelling that he argues could limit their long-term global ambitions. The clear takeaway is that sustainable global growth requires balancing performance tactics with strategic, long-term brand investment.

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OVERCOME THE MEDIA AND CREATIVITY SILOS

In an LIA Creative Liaisons panel guided by Global Media EVP, Linda Cronin, industry leaders argued that creative thinking in media is essential for effectiveness. Essentially, media shouldn't be a “downstream” function that just places assets. When media and creative are integrated from the start, media expertise can shape the idea itself, leading to more effective and innovative work.

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THE LAST WORD

Paylocity Enhanced Conversion Data Drives 62% More Lead Value

The Takeaways from Advertising Week NY That Demand Action Now

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