Ad fraud is now a top-tier global crime rivalling drug trafficking, yet barely treated as one. Darren Woolley asks why the industry tolerates losses it would never accept anywhere else.
The datasets shaping AI’s creative output reflect decades of cultural bias. In marketing, that means the future we’re building could look suspiciously like the past unless humans reclaim the creative brief.
Darren Woolley outlines his benchmarks for validating AI marketing, including productivity, speed, scale, and quality, and states productivity and performance, efficiency and effectiveness go hand in hand.
Every agency is trying to find the sales pitch that will win the business, but in the process, you might lose the very differentiation that secured your place in the pitch in the first place, says Darren Woolley.
Dentsu’s potential sale, WPP’s turmoil, Omnicom and IPG’s merger chase all point to the fact that the giants of advertising are stumbling. As TrinityP3's Darren Woolley argues, this is natural selection at work: adapt or go extinct.
We're chasing a mirage of hyper-personalisation while our AI diligently learns from our own biased data, pushing customers further away with every well-funded, poorly-targeted click, opines Darren Woolley.
Numerous holding companies, including WPP, Dentsu, and Publicis, are rebranding their agencies by shedding legacies. Darren Woolley asks would they advise clients to undertake similar transformations?
Because sugar-coating the truth does more harm than good, Darren Woolley explains.
There was a time when the work spoke for itself—reels packed with iconic ads that did the creative magic. Today, even award-winning work needs a story to grab attention.
OPINION: Adland has been buzzing over the leaked news of GroupM’s rebrand. Is this WPP's bold reinvention or a sign of deeper troubles? TrinityP3's Darren Woolley looks at the communication missteps and what this shake-up means for advertisers, employees, and the future of media buying.
Trust in advertiser-agency relationships hinges not on absolute transparency, but on reasonable openness that empowers both sides without drowning them in irrelevant details, says Darren Woolley.
Marketers looking to justify ROI should get used to asking straightforward questions and brace themselves for answers—even ones they may not want to hear, says Darren Woolley.
WPP grapples with an inherited “failure of modern corporate governance,” Darren Woolley writes. Cindy Rose must now prove that the next chapter rests on integrity rather than growth at any cost.
Ad fraud is now a top-tier global crime rivalling drug trafficking, yet barely treated as one. Darren Woolley asks why the industry tolerates losses it would never accept anywhere else.