Horizons: The Future of Media, Marketing & Advertising

The pace of change has never been faster. AI is rewriting the rules of creativity, commerce, and connection and Horizons is here to chart what’s next.

In December's edition we dive into the biggest shifts shaping the next 12–18 months:

• Generative AI in Creative: How AI is now involved in idea generation, design, video and ad production, not just copywriting. We’ll look at how this changes the creative process and turnaround time, and not necessarily for the best.
• Mixed Media Modelling (MMM) for Everyone: Modern modelling tools are becoming accessible beyond big-budget advertisers, giving us smarter attribution and forecasting options for all clients.
• New Channels & Media Fragmentation: Retail media networks are evolving beyond FMCG, CTV and in-game advertising are now mainstream opportunities for a wider range of brands.
• Zero-Click Searches: A continuation from our last Horizons: how Google’s search experience changes are reshaping discoverability and what it means for both organic and paid strategies. Answer engines, not search engines. Conversations are the new click.
• In-Format Commerce: The rise of shoppable video ads, live social commerce and formats that connect engagement directly to purchase without leaving the platform.
• AI Wars: The mega players are throwing walls to block rival agents, big players are running to the courts and we're now entering the phase of fragmentation before most people have even switched on.

As always, the topics and themes may (and probably will) change between now and December 4th, as Horizons is just SO finger on the pulse of the advertising world!

Watch our latest Horizons session from September in full below:

Full transcript here