https://www.61hawk.com/thethings daily 0.75 2024-10-15 https://www.61hawk.com/thethings/art monthly 0.5 2024-10-09 https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/1728338873187-08EWOE485PT4QZFB06QY/art+can+solve+business+problems.jpg The Things - #1: Art can solve business problems. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.61hawk.com/thethings/mmm monthly 0.5 2024-10-09 https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/1728339133686-5GK71H7UMFLW0WDN9ZSH/MMM.jpg The Things - #2: Ads need to be meaningful, memorable and motivating. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.61hawk.com/thethings/blog-post-title-two-mfaza monthly 0.5 2024-10-09 https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/1728487784444-GXYXJ0IVWHOBCLH79PY6/creativeBrief.jpg The Things - #3: Strategists only focus on the brief. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.61hawk.com/thethings/blog-post-title-one-9863n monthly 0.5 2024-10-09 https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/1728487809727-4ND4B1CE1TW04GK5ALIV/roadmap.jpg The Things - #4: Media plans are journeys. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.61hawk.com/thursdai daily 0.75 2026-09-24 https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/1785960263348-TGT9C53DMQWX0OSLM05D/image-asset.jpeg https://www.61hawk.com/thursdai/alwaysonstrategy monthly 0.5 2026-09-24 https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/3597753d-12d8-4cfe-83d3-f2aa829af369/IAB.png Thursdai - AI Makes learning cheap, launching the Always On Strategist. - IAB releases standard for agent-to-agency media buying. https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/065c9df3-0cbd-416a-be05-235563c31a87/samsclub_lzC74Ds.jpg Thursdai - AI Makes learning cheap, launching the Always On Strategist. - Sam’s Club pushes predictive targeting, long-term customer value. Retail Media Networks (RMNs) are in a uniquely powerful position to take advantage of AI capabilities because of the depth and precision of their customer data. Sam’s Club’s RMN (Sam’s Club Connect) pushed something they call Predictive Precision Targeting” last week. P&G used it to predict who their next customers for Cascade would be, and got kick ass results. For our Always On Strategist (AOS), this gives a powerful new dimension to the way they can think about and perform research. Usually, research is all about the rear-view mirror. But strategy and advertising is always about tomorrow. Using data to make predictions is really the job. Sam’s Club is now giving those predictions, creating the opportunity for the Always On Strategist to build new, forward-looking hypotheses that can be measured and tested. https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/5aac5816-4a26-43d8-8e70-5d87e9ede131/mesa-de-trabajo-2.png Thursdai - AI Makes learning cheap, launching the Always On Strategist. - Adform opens the floodgates to media-buying actions. I said that while the role of the Always On Strategist is growing, the platforms aren’t quite there yet. But that’s not to say there aren’t a few companies looking to fill that gap. Adform is one. This week at DMEXCO, they are showing of their MCP, promising to connect over 800 capabilities, covering everything from research to planning to activation and optimization. This is really where the activity is happening: creating a platform where the Always On Strategist logs in every day and does their work. https://www.61hawk.com/thursdai/aicreativestrategy-gtfww-h7zwz-8c6wl monthly 0.5 2026-09-24 https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/4e25953b-f167-4638-870c-61ac2ccffc8e/RPA.jpeg Thursdai - Who gets the AI dividend? - Agency RPA uses AI to move people upstream to “causality”. https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/61c818b7-8684-43ca-b243-10529dc46d8a/Magnite-Data-Center-Singapore-Ad-Platform.png Thursdai - Who gets the AI dividend? - Magnite and Amnet use AI to automate CTV campaign, cutting setup time by 70% Amnet, Magnet and an unnamed auto brand pioneered AI agents to set up and launch a CTV campaign. They are reporting not only that it worked, but the process worked 70% faster than traditional methods. If nothing else, this gives us a data point into the size of the AI Dividend and maybe even its value. It’s not hard to take that number, get a total number of hours and an hourly rate to get the financial benefit of using AI. Which then lets you ask: where did that money go? Ambition Agencies would use it to do more. https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/1d963814-a7da-4dc5-8003-fb2331f0a6b4/operative_logo.jpeg Thursdai - Who gets the AI dividend? - Media platform Operative launches agentic platform. This one is not agency side, but sell side. Operative is the platform for a number of big publishers and they rolled out a new version that goes big on agents. The thing I like about this is the inclusion of “audit trails”. As efficiency improves, we expect more tests. Maintaining the reliability of those tests is critical. The idea of audits should let humans feel better about the actions and moves the agents are making. https://www.61hawk.com/thursdai/aicreativestrategy-gtfww-h7zwz monthly 0.5 2026-09-10 https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/057f0dc6-be78-49d8-9b30-a389f44b14d6/mqdefault.jpg Thursdai - Ad world’s AI opportunity: ambition. - Site builder Webflow introduces platform where marketers and agents collaborate https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/885118d5-3140-4bfa-8a93-5c6055329701/auxia.jpeg Thursdai - Ad world’s AI opportunity: ambition. - Auxin promises marketing playbooks you build, agents run and then you approve. Auxia is rolling out something close to a learning system, where AI not only helps people build and run marketing campaign workflows, but also run experiments. They promise you get to approve every step, but those steps seem to be getting faster and more complex. Specifically (and what gets us into Expansion territory) is the notion of COMPOUNDED KNOWLEDGE. All actions and results are fed back into the system creating an institutional memory that promises to pick up the pace of development. https://images.squarespace-cdn.com/content/v1/65fdd74e17cac17ba06f16c2/21ff19a9-3266-483c-8268-2a061ed1e3a4/columbia.png Thursdai - Ad world’s AI opportunity: ambition. - Slow down, buddy: Columbia warns about AI-looking ads. Not AI ads. Columbia is issuing a clear warning to the Replacement agencies, excited about cranking out more ads with AI. They did a massive study and found that AI ads could generate clicks, but ONLY if the ads didn’t look like AI. Consumers are getting increasingly savvy about creative (or at least skeptical). 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