Earlier this year, I was invited to keynote the Asia Pacific Media Forum (APMF) in Bali. What a privilege it was not only to keynote such a prestigious event, but also visit the magical country of Bali…for the first time! (video is included at the end)

The team shared pictures and video from the event, and in the spirit of sharing, I’d like to also share it with you.

Make.Your.Mark.

In a world reshaped by digital disruption and shifting consumer behaviors, the role of advertising and marketing executives has never been more pivotal — or more challenging. Gone are the days when traditional strategies could reliably drive growth. Today, executives must navigate a confluence of technological innovation, changing human behaviors, and heightened expectations for personalized experiences.

I invite you to watch the presentation when you have a moment. The talk explored the widening gap between consumer expectations and executive strategies, the rise of AI as a transformative tool, and the profound changes in consumer behavior that demand a new approach. For those willing to adapt, this is not merely a time of disruption but one of extraordinary opportunity.

And that’s where we’ll begin…

Let’s review the key insights from the keynote, outlining what advertising and marketing executives must do to thrive in this rapidly evolving landscape. It is both a wake-up call and a rallying cry for leaders to rethink how they connect with their audiences and to take bold steps toward building the future.

“If you’re waiting for someone to tell you what to do, you’re on the wrong side of innovation.”

The Disconnect Between Executives and Consumers

Many organizations struggle to understand marketing as a strategic growth driver. Instead, it is often seen as a cost center with unclear contributions to the company’s success.

The Challenge: There’s a significant gap between leadership expectations and marketing’s ability to deliver. While 70% of CEOs expect marketing leaders to drive revenue and growth, only 20% of marketers feel equipped with the skills or resources necessary to meet those demands.

What to Do About It…

Upskill Marketing Teams: Invest in training to ensure marketers have the tools and knowledge to integrate growth-focused strategies into their work.

Collaborate Across Departments: Marketing, product, and customer experience teams must work together to align efforts and break down silos that hinder performance.

Rise of the Growth Designer

The growth designer role is emerging as a critical function in modern marketing, combining data-driven decision-making with creative storytelling and user-centric design.

The Challenge: Traditional roles don’t address the need for personalized, outcome-oriented engagement. Growth designers bridge this gap by driving revenue through innovative KPIs and engagement strategies.

What to Do About It…

Hire for Hybrid Skills: Look for professionals skilled in user experience design, behavioral psychology, storytelling, and data analysis.

Redefine Metrics: Shift away from legacy metrics like impressions and NPS toward KPIs that measure actionable outcomes like conversions, lifetime value, and customer retention.

Attention Economy and Changing Consumer Behaviors

In today’s attention economy, consumers are selective about where they direct their focus. Platforms like TikTok exemplify how attention is fragmented yet deeply immersive.

The Challenge: Traditional marketing approaches fail to resonate in an environment where relevance, immediacy, and personalization are critical.

What to Do About It…

Develop Platform-Native Strategies: Craft campaigns that align with the unique behaviors and formats of each platform.

Engage with Purpose: Focus on creating content that adds value to the consumer’s journey rather than simply vying for attention.

The AI Economy

Artificial intelligence is transforming the marketing landscape, enabling marketers to work smarter, not harder.

The Challenge: Many professionals view AI as a competitor rather than a collaborator, missing opportunities to enhance their capabilities.

What to Do About It…

Embrace AI as Augmented Intelligence: Use AI tools to analyze data, personalize messaging, and streamline workflows.Experiment Boldly: Test AI-driven innovations like chatbots, predictive analytics, and dynamic creative optimization to push the boundaries of traditional campaigns.

Introvert Economy

Post-pandemic shifts have accelerated the rise of the introvert economy, with consumers prioritizing convenience, introspection, and technology-driven experiences.

The Challenge: Traditional engagement models that rely on in-person interactions or broad-based campaigns no longer suffice.

What to Do About It…

Optimize for Convenience: Focus on services and campaigns that reduce friction, such as streamlined checkout processes or subscription-based models.

Reimagine Connection: Design experiences that feel personal and empathetic, acknowledging the more reflective nature of today’s consumers.

Generation Novel

Generation Novel is a new type of consumer defined by behavioral shifts rather than age, emphasizing speed, trust, and personalization.

The Challenge: This cohort blurs the lines between digital and physical worlds, demanding seamless, intuitive experiences across platforms.

What to Do About It…

Rethink the Customer Journey: Map out and optimize every touchpoint to ensure a cohesive and satisfying experience.

Prioritize Trust: Be transparent about data use, ethical AI practices, and sustainability efforts to build long-term loyalty.

The Power of Creativity in the Age of AI

“As children, we were all artists.”

Creativity is an innate quality we all possess, yet one that often goes underdeveloped in adulthood.

Creativity is not only a human advantage but also the differentiator in crafting memorable, impactful experiences. AI may simulate intelligence, but it lacks the spirit and originality that define true creativity.

In an era where technology and automation dominate the conversation, creativity remains the most uniquely human and irreplaceable skill. Unlike AI, which excels in logic, data analysis, and efficiency, creativity taps into emotional depth, empathy, and the ability to envision entirely new possibilities.

It’s time to rekindle creativity. It’s time to rekindle the curiosity and imagination that drive bold ideas and breakthrough innovations.

Make Your Mark

The future is not written; it is being created every day by those willing to think differently, embrace innovation, and challenge the status quo. This moment in history offers a rare opportunity to redefine not just marketing strategies but the very way businesses connect with people. The age of AI, the introvert economy, and the evolving attention economy demand leaders who are courageous, curious, and committed to making an impact.

This is your moment to lead. to make your mark. It’s your chance to be more than just a participant in the unfolding future — you can be a leader, a trailblazer, and an innovator who transforms challenges into opportunities.

The future of marketing lies not in simply keeping up with technological advances but in leveraging them to create deeper, more meaningful connections with your audience. By understanding and addressing the changing dynamics of the AI economy, attention economy, and introvert economy, you can transform how your organization engages with the world.

Remember that every ignite moment you create — every experience that feels personal and meaningful — has the power to shape not only your brand’s future but the lives of those you serve. The world is moving fast, but so can you. Take the tools, insights, and inspiration at your disposal and use them to reinvent what’s possible.

Let this be your rallying cry. Embrace AI not as a competitor but as a partner that expands your capabilities. Redefine how you measure success, focusing on the experiences you create and the trust you build with your audience. Above all, give yourself permission to imagine, to be curious, and to wonder. These are the seeds of true innovation.

Your mark will be defined by your willingness to embrace a mindshift, to lead change, challenge outdated norms, and create experiences that resonate. The tools are at your fingertips, the opportunities are vast, and the time is now. Be bold, be innovative, and be human.

“Creativity is a human skill, and the importance of creativity right now has never been greater.”

In a world reshaped by AI, automation, and shifting consumer expectations, creativity is the key to standing out, building trust, and creating lasting impact. Embrace your creativity — and make your mark.

Make Your Mark: Actionable Insights for Advertising and Marketing Executives

1. Be Curious and Solution-Oriented: Create an environment where curiosity and experimentation are celebrated, empowering teams to think beyond the status quo. Cultivate curiosity and problem-solving as core cultural values within your organization. Encourage teams to approach challenges with innovation and proactivity.
2. Adopt a Growth Mindset: Transition from traditional marketing models to growth-oriented strategies. Focus on measurable outcomes like conversion optimization, customer lifetime value, and satisfaction scores.
3. Invest in Creative Skills: Encourage teams to nurture their creative potential through workshops, brainstorming sessions, and exposure to diverse perspectives.
4. Leverage AI as Augmented Intelligence: Use AI to enhance creativity, efficiency, and personalization. Treat it as a tool to amplify human ingenuity rather than a replacement for it.
5. Design for the Introvert Economy: Create campaigns that align with consumers’ priorities for trust, convenience, and emotional resonance.
6. Prioritize Emotional Engagement: Design campaigns that focus on how people feel, not just what they do. Use creativity to craft experiences that resonate on a personal level. This sets the stage for defining “ignite moments.”
7. Focus on Experiences: Develop “ignite moments” that leave a lasting impression on consumers. Use technology to enhance, not replace, the human touch.
8. Rethink Discovery and Engagement: Adapt to how consumers now research and make decisions. Be present on platforms like TikTok, Instagram, and AI-driven tools like ChatGPT, where traditional SEO and SEM fall short.

It’s time for new leadership! Consider reading, Mindshift to Transform Leadership, Drive Innovation, and Reshape the Future. 🙌