Move as fast as the customer does
Samsung and Levi's — two brands 80 and 170 years apart in age — sat on the same panel with the same complaint: consumer behavior is now moving faster than a normal marketing calendar can plan around.
At your scale: you don't need a movie tie-in. You need to actually check what your own audience is searching and asking about right now — not run the same three content ideas because they're comfortable.
Insight first, product second
Denisha Lomax, Chief Social Officer at Publicis, described the sequencing that actually works: find the real insight first, then decide what you're selling into it — never the reverse.
What's actually happening right now — not what you assumed six months ago.
Connect your offer to the insight — not the other way around.
Your channel might be fine — your measurement might not be
Trevor Testwuide, CEO of the independent measurement firm Measured, made the argument that mattered most to me: most businesses still judge marketing by "last touch" — the very last click before a sale — a method that's been known to be misleading for over a decade.
*for a cohort of well-matched brands, per Measured — not a universal claim
That's not a Fortune 500 problem. That's every account I've opened for a client who tells me a channel "just doesn't work." Half the time, the channel's fine — the setup underneath it isn't.
What this means at your scale
Build from what people are searching and doing right now.
Find the real thing happening before you decide what you're selling.
A weak number is sometimes a setup problem wearing a channel's name.