Gareth Moss

Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Hiring strategists isn’t just about filling a seat. It’s about finding the minds that will shape, challenge, and future-proof your agency. Too often, strategy teams are treated like a checklist. Need a comms expert? Tick. A data whizz? Tick. But real strategy—the kind that drives culture, creativity, and commercial success—requires more than skillsets. It needs mindsets. So what makes a strategist future-proof? Here’s my take: 💭 The Hybrid Thinker They don’t just “stay in their lane.” These strategists thrive at intersections—of ideas, industries, and audiences. They’re as comfortable briefing creatives as they are pitching to clients. They’re the ones who un-silo your agency. 🌍 Cultural Readers Algorithms don’t predict culture. People do. Look for strategists who can decode societal shifts and translate them into brand movements. These are the people who spot opportunities where others see noise. 🏛️ Architects of Action A good strategy looks good on paper. A great strategy gets made. High-impact hires are closer to the creative process, shaping work that’s not just smart but unignorable. 🧭 Leaders Without Titles Future-proof strategists lead by influence, not hierarchy. They build relationships, nurture talent, and challenge the status quo—because tomorrow’s challenges demand new kinds of leadership. 👁️ Resilient Visionaries The best strategists are both optimists and realists. They’re not shaken by change; they’re energized by it. They’re the ones who spot possibilities others might miss and chart a way forward. Your agency’s relevance depends on the people shaping its ideas. Building a future-proof strategy team means hiring not just for today’s needs but for tomorrow’s opportunities. And the truth is, it’s not just about spotting talent—it’s about recognizing impact. What are you doing to future-proof your strategy team?

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Agency vs In-House. We hear this a lot from senior creatives considering a move In-house. It’s a tough call. There’s a big draw to both worlds. 💥 World-class (in-house teams) are emerging across Europe and the US—in both product and brand. They’re pushing creative boundaries, offering the freedom you’d expect at an agency, with the added bonus of long-term brand strategy and product influence. Plus the obvious… $￡. Agencies are still where some of the most beautiful, cutting-edge work happens. The variety, the pace, the constant push to break creative limits—why many stay agency-side. Working with top brands, keeping their portfolios fresh! Is the transition straightforward? Not entirely... – OPAL

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‘I designed that… and it’s one of my proudest achievements’ mark whelan said to me as I walked out of the Havas London HQ. There are two things I love about out this… 1. An accomplished (British) leader being ok with saying ‘that’s one of my proudest achievements’. That just doesn’t happen. 2. The proudest achievement being something physical. That you can walk on. Look at. Touch. I wrote a thing about Spatial design making a resurgence recently. And I think a return to ‘physical’ isn’t just a counter movement to all the chat about AI and screens. I think it’s primal. I think humans want to feel things again. I think it’s why Cannes was flooded with humans. And I think it’s why Brands are investing in retail, experiential, events. Either way, if you didn’t know, now you know that Mark designed those cool stairs at Havas… and it’s actually a map of Kings Cross made from used metal from Kings Cross station. Luzz it. Thanks, Mark.

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Too many companies still approaching recruitment with 'this is why we're great' as opposed to 'this is why you'll be great with us'. While the war for talent in STEM continues to rage, getting your recruitment right has never been more vital.

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Today's coverage of Omnicom/IPG will dwarf all else, as it should, but the comment below from the FT sums up the situation well. It's a defensive move in a market where the Holding Companies are losing relevance. "It comes as traditional advertising agencies face mounting pressures, with most of the money in the industry now being siphoned off by large tech companies such as Google and Amazon that offer advertising tools as well as the marketplace to buy and sell digital ads".

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“You don’t buy a smart fridge to only use the ice maker. Yet for a while, many brands were leaning into enterprise #martech and doing exactly that, paying exorbitant licensing costs to only scratch the surface of what the technology could do." - Mikaela Crimmins of advertising company Orchard. The dip in martech budgets is no secret, but Nadia Cameron and Andrew Birmingham's writeup on Gartner's annual CMO survey contains some invaluable insights into what's driving the trends. The whole thing is worth a read but there are a bunch of useful quotes from Ewan Mcintyre, who points out that some of this perceived change may actually a redefining of what constitutes 'marketing' budget, with IT teams now owning a lot of buying decisions. And, of course, there is the seemingly unstopppable rise of media budget. As martech and #ecommerce tools get smarter and more affordable, one would rationally expect costs to come down, and help brands achieve more with less. If that drives greater optimization of the stack, in the long run, that can only be a good thing for consumers - which should ultimately pay off for brands and technology companies.

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“To Cannes or not Cannes?” There seemed to be a time when people celebrated success, rewarded creativity and banded together as a bunch of talented misfits, celebrating the great and good of the advertising industry, applauding each other whilst getting totally off their nut with only photos to prove they were there. Sadly (to me) it seems those times have gone. Yes, Cannes cost a lot of money. Yes, it’s all a bit pretentious, and yes, there will be PLENTY of folks who say it’s shite - however I bet if someone did a survey it would be those that didn’t get invited, couldn’t afford to go, couldn’t get time off, or are simply aren't that good that complain the loudest. Yes, yes, there will be those that hate crowds, don’t care about awards and think the whole thing is a bunch of irritating guff… If this was true let’s scrap all forms of awards then. The Oscars? Who gives a shit. Having had the pleasure to work with creatives at all levels (from interns to CCO’s) across the globe, and from all walks of life, I know so many of them care a great deal when their work is applauded on the global stage. It means a HUGE amount to them. If you don’t care, that’s fine. But I’ve seen so much negativity around Cannes on LinkedIn and ‘what it stands for’ it’s made my stomach churn. Choosing not to enter, to shy away from awards quietly is perfectly fine. Knowing who you are, what you stand for, and ensuring best in-class results for you, your team, your clients is HUGELY admirable. Honestly... that would probably be my style and approach. However, if I won at Cannes I’d be proud as hell. The recognition of my efforts, my teams efforts, my agencies efforts, my family for putting up with all my late nights and mood swings, etc. So, if you have won at Cannes, well fucking done. If you have attended for the event to rub shoulders with influencers, meet mates, or just to get pissed. Well done to you too. Here’s to the awards, the parties and the hangovers. Without them, what’s the point. #cannes #awards #opinions #winning #parties MCG Talent

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🎮 How does a small city like Dundee go from industrial roots to being a global gaming hotspot…? Find out in our latest #PlayableFutures article - in partnership with Ukie GamesIndustry.Biz and Amazon Web Services (AWS)

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I’m looking to speak to the leading Creative Technologists in the market… Over the past few months, I’ve spent time speaking to Agency & Brand Leaders… A few takeaways, that suggests the skills of a Creative Technologists will be needed within their teams more than ever; ·      Help devise a roadmap around AI Tool selection / customisation and implementation. This stretches across; Content (Image / Video), Insights & Strategy, CX, Project Management and other functions. ·      Pitching (Agencies) – A Creative Technologist is an invaluable asset to the pitch process. Help deliver a pitch quicker with AI ideation that stands up to scrutiny. You can create “WOW” factor by delivering An AI MVP (simplified version of an AI product) that inspires a potential client. Move over PowerPoint and bring a winning pitch to life in the room. ·      R&D (Enterprise Brands) – There’s a growing need for a Fractional Creative Technologist to pivot between CMO and CTO. These big brands need guidance with a view on what’s possible in the future. How can their Brand move at the same lightening pace as the developing Tech? What have I missed? Reach out to me if you’re a Creative Technologist who can bring these skills (and more) to a growing number of Agencies /Brands that are ready to benefit from your expertise. If you are a Brand or Agency leader and want to learn more – contact me on [email protected] #creativetechnology #GenAI #AI #Freelance #Fractional #technologist

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Want to know how Pinterest has evolved and Why are they appealing to Gen Z Shoppers? Have a read of the article below👇🏼 Thanks to Melissa Ryan & the Agency Team at Pinterest! #dentsu #pinterest #performancemarketing #socialmedia

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In London this Wednesday morning? Will you join us for breakfast? The Marketing Society invites you to join us with our friends Publicis Groupe for a thought-provoking discussion around the ‘Uncomfortable Conversation’ on the evolving landscape of diversity in communications and advertising. 28% of UK adults say they actively avoid brands that don’t embrace diversity but it’s hard to authentically represent diverse communities. Here’s the question for discussion: 𝗖𝗮𝗻 𝗧𝗼𝗸𝗲𝗻𝗶𝘀𝗺 𝗟𝗲𝗮𝗱 𝘁𝗼 𝗥𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻? 💭 ◽ Is diversity in comms as critical for product-led sectors vs service-led? Or are there more important elements to communicate about? ◽ Is diversity in advertising now genuine or is it still just a token gesture in some sectors?  ◽ Do diverse ads boost sales or risk alienating customers? JOIN US - in a lovely comfortable setting with breakfast and great company… as well as and some expert food-for-thought from great panellists (now including extra Emma Harris). A time-efficient and enjoyable way to learn and pause to think together. Thought-provoking, useful and a brilliant way to start your day! Date: Wednesday 22 May Time: 8.30 - 10.30am Venue: London WC2A 1JA JOIN US - book your place here - https://lnkd.in/eG7yE672 #uncomfortableconversation #diversity #advertising

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Great article from Martyn Bentley on the importance of measuring and maximising the reach of your marketing investments. #audienceproject #measurement #ROI #reach

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Let's stamp out the industry perception of women over 30 being less capable of "rising". The B&T Women In Media Awards "Rising Star" category recognises young women under 30 who are going places quickly and set to be future industry leaders. But why limit our celebration to just one age group? I propose a new category; "The Shooting Star" to celebrate women of any age who are making waves and setting a rising standard for industry leadership. To exclude women over 30 from consideration is a missed opportunity to recognise the renewed fire and passion they bring to their work and our industry. Sure they can go for other awards, but that's not the point. The point is the perception that women have to be young (under 30, specifically, which raises a question in itself about the importance of this particular birthday-cake threshold) to be capable of being a rising star... going places / headed towards becoming a future industry leader. It simply 'aint so. Ageism is unfortunately hugely prevalent in our industry, especially for women. Moments like this offer opportunity to move forward from ageism as an industry. Let's celebrate all women who are now going places quickly and demonstrating qualities towards becoming industry leaders. It's not about age - it's about mindset and achievements. I can think of a nominee or two (over 30) who would be perfect for a new Shooting Star category. Lisa Lie Sharni Ames Jahnna McKeag Virginia Scully Rebecca Ennis to name a few. Maybe you can add more? Or simply support this post for a "Shooting Star" as a future category in the B&T Women In Media Awards.

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Santino Pietrosanti's new ad is a stroke of marketing genius—not just because it generated significant attention, but because it’s a bold repositioning strategy. It appears JAGUAR is aligning itself as a brand for the LGBTQ+ community, a niche no other car brand has deliberately embraced before. And if anyone thinks the LGBTQ+ community lacks purchasing power, just look at their representation in TV shows, leadership roles, and cultural influence. Some of the smartest and most creative people I’ve worked with are part of this community. That said, I hated the ad—it clashed with what I’ve always thought Jaguar represented. But then again, I’m probably no longer part of the demographic they’re targeting with this strategy. Here’s the reality: Jaguar has been struggling. As a luxury brand, it faces stiff competition. If I'm in the market for a high-end car, I’d likely choose BMW or Mercedes-Benz AG—brands that, for many, deliver more value and prestige. Jaguar has felt increasingly irrelevant in recent years. This repositioning strategy, while divisive, might just be the shake-up the brand needs to regain its footing. What are your thoughts on this bold move? Is it a game-changer or a gamble? #jaguar #marketing JLR Jaguar UK #jaguarrebrand

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Embracing change requires courage. Embracing and utilizing change well requires vision. Great article from Anna Hickey on one of my favorite subjects ...the really intelligent application of AI. #positiveprovocation

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In The Times today, from a study of 800,000 patients in the US - this has been supported by other research studies over the years. I cited this fact five years ago in my 3PercentConference talk, 'The Future For White Men In Advertising', where I presented seven ways white men's lives will be vastly improved when they welcome in gender equality, diversity and inclusion, that are true for white men in every industry (re this particular finding, see No 4: "You'll be safer.") Watch my 30-minute talk here: https://lnkd.in/ezTekEuz

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On the 6am the train to MeasureCamp London Nearly in London now - to the Circle Line!! Looking forward to chatting with everyone and doing my presentation - a sneak peak into my upcoming white paper on the current state of cookie compliance in the UK. #measurecamp #measurecamplondon #analytics #implementation #digital #digitaldata #data #cookies #tags #compliance

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Our latest cold take shouts out Bandit running for a brilliant challenger brand activation at the Olympic trials. Check it out and let me know what you think! Brand Federation #marketingstrategy #brandstrategy #marketing #branding #challengerbranding

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