Points of view, news and practical guides on media, data and behaviour change.
Pilot or Passenger.
Who's really running your media when AI does the buying?
We analysed 12 months of Google and Meta data from more than 18 advertisers. The machine now chooses the searches, placements, audiences and creative. This report shows where control has slipped, and six ways to take it back without a bigger budget.
Found or Forgotten.
When Australians ask AI what to buy, which brands make the answer?
We asked ChatGPT, Gemini and Claude 100 everyday questions across five Australian categories, five times each, and tracked 30 anonymised brands across 1,500 answers. Being the market leader isn't enough to be named.
Senior specialists from the first meeting, and a clear view of what is working.
