Earlier this year I was invited to keynote Asia Pacific Media Forum (APMF) in Bali. What an honor it is to not only deliver the keynote address at such a prestigious event, but also to visit the amazing country of Bali for the first time! (video included at the end)
The team shared pictures and videos from the event, and in the spirit of sharing, I wanted to share them with you too.
Leave your mark.
In a world reshaped by digital disruption and shifts in consumer behavior, the role of advertising and marketing executives has never been more critical or more challenging. Gone are the days when traditional strategies could reliably drive growth. Today, C-suite executives must contend with the convergence of technological innovation, changes in human behavior, and higher expectations for personalized experiences.
i invite you Watch demonstration When you are free. The presentation explores the growing gap between consumer expectations and execution strategies, the rise of artificial intelligence as a tool for change, and profound changes in consumer behavior that require new approaches. For those willing to adapt, this is not only a time of disruption, but also a period of extraordinary opportunity.
This is where we start…
Let’s review key insights from the keynote and outline what advertising and marketing leaders must do to thrive in this rapidly evolving environment. This is both a wake-up call and a wake-up call battle cry Let leaders rethink how they connect with their audiences and take bold steps to build the future.
“If you’re waiting for someone else to tell you what to do, you’re on the wrong side of innovation.”
Many organizations struggle to understand marketing as a strategic growth driver. Instead, it is often viewed as a cost center with unclear contributions to the company's success.
Challenge: There is a huge gap between leadership expectations and marketing’s ability to deliver. While 70% of CEOs expect marketing leaders to drive revenue and growth, only 20% of marketers feel they have the skills or resources needed to meet these needs.
what to do…
Upskill your marketing team: Invest in training to ensure marketers have the tools and knowledge to incorporate growth-focused strategies into their work.
Collaborate across departments: Marketing, product, and customer experience teams must work together to coordinate efforts and break down silos that hinder performance.
The role of the growth designer is becoming a key function in modern marketing, combining data-driven decision-making with creative storytelling and user-centered design.
Challenge: Traditional roles do not meet the need for personalized, results-driven engagement. Growth designers bridge this gap through innovative KPIs and engagement strategies to increase revenue.
what to do…
Hire for mixed skills: Look for professionals who specialize in user experience design, behavioral psychology, storytelling, and data analysis.
Redefine metrics: Move away from traditional metrics like impressions and NPS to KPIs that measure actionable results like conversions, lifetime value, and customer retention.
In today's attention economy, consumers are selective about where they focus their attention. Platforms like TikTok exemplify how people’s attention can be divided yet deeply immersive.
Challenge: Traditional marketing methods fail to resonate in an environment where relevance, immediacy and personalization are crucial.
what to do…
Develop a platform-native strategy: Craft campaigns that fit each platform’s unique behaviors and formats.
Engage with purpose: Focus on creating content that adds value to the consumer journey rather than simply competing for attention.
Artificial intelligence is changing the marketing landscape, allowing marketers to work smarter, not harder.
Challenge: Many professionals view AI as a competitor rather than a collaborator, missing opportunities to enhance its capabilities.
what to do…
AI as augmented intelligence: Use AI tools to analyze data, personalize messaging, and streamline workflows. .
Post-pandemic shifts have accelerated the rise of the inward-looking economy, with consumers prioritizing convenience, introspection and technology-driven experiences.
Challenge: Traditional engagement models that rely on face-to-face interaction or extensive activities are no longer sufficient.
what to do…
Optimize convenience: Focus on services and activities that reduce friction, such as a streamlined checkout process or a subscription-based model.
Reimagining connection: Designing experiences that feel personal and empathetic, acknowledging the more reflective nature of today’s consumers.
Generation Novel is a new type of consumer defined by behavioral shifts rather than age, emphasizing speed, trust and personalization.
Challenge: This group blurs the lines between the digital and physical worlds, demanding seamless, intuitive experiences across platforms.
what to do…
Rethink the customer journey: Plan and optimize every touchpoint to ensure a coherent and satisfying experience.
Prioritize trust: Be transparent about data use, ethical AI practices, and sustainability to build long-term loyalty.
“As kids, we were all artists.”
Creativity is an innate trait we all possess but often fails to fully develop in adulthood.
Creativity is not only a human strength but also a differentiator in creating memorable, impactful experiences. Artificial intelligence can simulate intelligence, but it lacks the spirit and originality that defines true creativity.
In an age where technology and automation dominate the conversation, creativity remains humanity’s most unique and irreplaceable skill. Unlike artificial intelligence, which excels at logic, data analysis, and efficiency, creativity requires emotional depth, empathy, and the ability to imagine new possibilities.
It’s time to rekindle creativity. It’s time to rekindle curiosity and imagination, driving bold ideas and breakthrough innovations.
The future is not written; it is created every day by those who are willing to think differently, embrace innovation, and challenge the status quo. This moment in history provides a unique opportunity to redefine not just marketing strategies, but how companies connect to people. The age of artificial intelligence, the inward-looking economy, and the growing attention economy require leaders who are courageous, curious, and committed to making an impact.
This is your moment to lead. Leave your mark. You have the opportunity to be more than just a participant in the unfolding future, you can be a leader, a trailblazer and an innovator, turning challenges into opportunities.
The future of marketing lies not in simply keeping up with technological advancements, but in using them to create deeper, more meaningful connections with audiences. By understanding and responding to the changing dynamics of the AI economy, the attention economy, and the introversion economy, you can transform the way your organization interacts with the world.
Remember, every igniting moment you create—every experience that feels personal and meaningful—has the power to shape not only the future of your brand, but the lives of the people you serve. The world is changing, but so can you. Take advantage of the tools, insights, and inspiration at your disposal and use them to reinvent what's possible.
Let this be your rallying cry. Embrace artificial intelligence not as a competitor, but as a partner that expands your capabilities. Redefine how you measure success and focus on the experiences you create and the trust you build with your audience. Most importantly, give yourself permission to imagine, wonder, and think. These are the seeds of true innovation.
Your mark will be determined by your willingness to accept thinking changelead change, challenge outdated norms, and create experiences that resonate. The tools are at your fingertips, the opportunity is vast, and the time is now. Bold, innovative and people-oriented.
“Creativity is a human skill and creativity has never been more important now.”
In a world reshaped by artificial intelligence, automation and changing consumer expectations, creativity is the key to standing out, building trust and creating lasting impact. Use your creativity—and leave your mark.
- Be curious and solution-oriented: Create an environment that encourages curiosity and experimentation, empowering teams to think beyond the status quo. Foster curiosity and problem-solving skills as core cultural values within the organization. Teams are encouraged to approach challenges with innovation and initiative.
- Adopt growth mentality: Shift from traditional marketing model to growth-oriented strategy. Focus on measurable results such as conversion optimization, customer lifetime value, and satisfaction scores.
- Invest in creative skills: Encourage teams to develop their creative potential through workshops, brainstorming sessions and exposure to diverse perspectives.
- Harnessing Artificial Intelligence as Augmented Intelligence: Use artificial intelligence to enhance creativity, efficiency, and personalization. Think of it as a tool to enhance human creativity, not a replacement.
- Designing for the inward economy: Create marketing campaigns that align with consumer priorities to achieve trust, convenience and emotional resonance.
- Prioritize emotional engagement: Design your event to focus on how people feel, not just what they do. Use creativity to create experiences that resonate on a personal level. This laid the foundation for defining the “ignition moment.”
- Focus on experience: Create “ignition moments” that leave a lasting impression on consumers. Use technology to enhance, not replace, humanity.
- Rethinking discovery and engagement: Adapting to the way consumers research and make decisions now. Appear on platforms like TikTok, Instagram, and AI-driven tools like ChatGPT, where traditional SEO and SEM fall short.
It’s time for a new leader! Consider reading, thinking change Transform leadership, drive innovation, and reshape the future. 🙌
