Glen Cassidy

Fragmentation is an agency problem, not an advertiser problem. The challenge – how your budget will generate maximum long-term benefit for your brand – has never been less about how we reach an audience and never been more about how we create meaningful influence.

Introducing echo-systems

A map of shared interests

I’m glad that I’m not the only one who misses old school human curation. For me, it’s more about wanting a connection moreso than valuing the actual thing being shared. I think this trend is accelerating. With generative AI and the ever-present algorithm that has sucked itself into every facet of our life, a part of the response to it will result... See more

I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.

The two mantras of memory

It's healthy that we increasingly think about how our work becomes memorable, not just "relevant".

But within this debate there's a(nother) duality which i find extremely useful:

1. Do you need to be remembered?


2. Or do you need to be recognised?

And i find this useful because some categories err more on one side than the other.