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Cannes Briefing: Creativity is moving beyond the agency model

By newthor
27 June 2026

Bose CMO Jim Mollica hasn’t used a creative agency in four or five years, he told Digiday. One CPG CMO, overheard at a dinner this week, said they no longer believe in agencies of record. They want ideas to come from anywhere — a creative agency, a creator,…

By newthor
19 December 2025

The real risk of generative AI for marketers isn’t bad creative. It’s the rise of the “just good enough” economy. If that wasn’t already clear, Disney’s deal with OpenAI last week brought it into sharp focus. Yes, the headlines fixated on the billion dollar investment. Yes, there was…

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Cannes Briefing: Creativity is moving beyond the agency model

Gen AI is not killing creativity. It’s normalizing ‘just good enough’