Talent management is evolving from a business built around monetizing audiences into one increasingly concerned with turning expertise, reputation and trust into durable commercial infrastructure.
For marketers, the more important question is not whether other brands can copy Rockstar, but what happens when the distinction between the thing being marketed and the media people choose to consume starts disappearing.
Gaming has become one of the most competitive businesses in entertainment, yet many studios are still measuring success with metrics that reveal very little about whether anyone will actually play their game.
For years, agencies competed on execution because clients couldn’t do the work themselves. That advantage has largely disappeared. Today, the agencies creating the most value aren’t the ones making the most content. They’re the ones helping clients make better decisions.
California and the European Union will introduce major AI transparency requirements on August 2, while New York has already begun regulating advertisements featuring synthetic performers. Together, the laws create a growing compliance puzzle without establishing a universal standard.
Not every cultural moment needs another celebrity, another sponsor integration, or another excuse to interrupt the thing people actually came to see.
Adidas’ “Backyard Legends” campaign during the World Cup left me wondering whether modern marketing has become so obsessed with celebrating culture that it sometimes forgets to communicate with everyone outside it.