Why systems outlast stunts to build cultural velocity ⚙️

DOVE HAIR CASE: TRENDS FADE, BUT AUTHENTICITY IS EVERGREEN

If there is one word echoing through the halls of Austin for SXSW this week, it is "authenticity"—a term so overused it’s practically become a punchline. But beneath the buzzword fatigue lies a very real shift in how brands must show up. Speaking on stage at the Adweek House this week, our Chief AI Officer Wesley ter Haar highlighted a critical turning point: as AI-driven productivity explodes, the "trend-first" model is rapidly becoming a game of diminishing returns.

The urge to jump on a viral moment is understandable, promising instant relevance. However, even for organizations optimized to operate as real-time brands, the reality of producing high-quality content often turns a flash of inspiration into a strategic misalignment. Based on our work as a social media partner, a couple key hurdles suggest that a more sustainable approach to orchestration is often more effective than rushing to chase a sudden spike in virality.

First is audio rights. The energy of a trend is often driven by a specific, catchy audio track, especially on short-form video platforms like TikTok. But paid advertising is restricted to music that is royalty-free or specifically licensed for that use, meaning the very soul of a trend may remain inaccessible for a brand-safe paid partnership. Second, lengthy legal timelines run the risk of content launching just as the cultural moment begins to fade.

“It's hard when brands want to jump on the bandwagon when you don't have all of the pieces to actually fit the trend. Music is obviously a huge one”

- Vanessa Starr, Senior Influencer Campaign Manager at Monks.

If these constraints make a trend-first approach unviable, a more durable strategy is to focus on creative autonomy within broader cultural themes. For our “Project Baddie” campaign with Dove Hair, we prioritized creative freedom for content creators over rigid guidelines and tired tropes (like the oversaturated “Get Ready With Me” format). This allowed creators to tap into the distinct cultural spaces they inhabit—like wellness or crafty culture—and develop content naturally aligned with their passions. The result proves that while the industry debates buzzwords in Austin, the real competitive edge lies in building a model of creative autonomy that can outlast the next viral spike.

Read the Dove Hair Case Study here →

MASTER THE AGENTIC ENTERPRISE IN 25 MINUTES

Tool-chasing is a trap; interfaces become obsolete faster than teams can learn them. In the latest episode of our 25 Minutes of AI video series, we explore why true fluency requires a shift toward agentic workflows. By prioritizing systemic design over simple prompting, brands can orchestrate permanent ecosystems that outlast any single software update.

Watch the on-demand briefing →

NEXT SPORTING EVENT, PLAY THE LONG GAME

The impact from major global sporting events is fading as cultural cycles outpace traditional production. A single moment can no longer sustain a brand in an era of endless scrolling. To stay relevant, brands must move toward permanent AI infrastructure that encodes brand DNA into custom models. This creates a living system that maintains consistency across every high-velocity interaction, ensuring your brand keeps the momentum going after the final whistle.

Check the deck →

TIKTOK ROI OUTPERFORMS LAST CLICK METRICS

Brands undervalue TikTok by half because last-click metrics miss 98% of its actual return. The platform generates a 44% higher ROI in demand generation by influencing the entire omnichannel journey, from branded search off-site to brick-and-mortar sales. By stimulating interest that converts across multiple touchpoints, social impact ripples far beyond the borders of the app itself.

Read the study →