Source [De]Coded — 🔮 Is your brand future-proof?

​​Hey Team,

2025’s not done yet, but the smartest brands are already plotting their next move. Advertising Week made one thing crystal clear: 2026 will belong to the ones who move fast, stay human, and keep their brand identity locked in while the culture keeps spinning.

Shameless plug: I’ve been making the rounds at the PRovoke Summit this week while we’ve been busy stacking wins, like 8×8 choosing SourceCode for global CX PR. And if you haven’t read it yet, our newest blog on building consumer loyalty through smarter communications is a masterclass in how to actually keep people’s attention in the AI age.

So pour something stiff, open that 2026 plan, and get real about what needs to evolve. The future isn’t coming. It’s already here. And if anyone asks, yes, we’re totally ready to be “heads down” for the rest of the year…listening to holiday music.

Becky & Greg

Take notes: The top takeaways from this year’s Advertising Week

https://www.marketingdive.com/news/top-takeaways-from-advertising-week-2025-marketers-need-to-know/803371

TL;DR: Earlier this month, top brands gathered in New York for Advertising Week, an informative conference complete with discussion panels, networking opportunities, and a glimpse into what’s coming in the world of marketing. Marketing Dive reported on the key takeaways from the event, which included topics like values and inclusivity, moving at the speed of culture, and yes, artificial intelligence. 

Takeaway: Many of this year’s discussion panels revolved around AI, and what it means for the future of marketing. Specific topics included optimizing for AI-driven search, why gut-checking AI is imperative, and balancing advertiser needs with the consumer experience. Culture-driven topics included why brands should stand firm on their values, driving growth through inclusivity, and striking a balance between in-housing and outsourcing. 

Consider:

• Do you have your 2026 marketing strategy locked down? 2025 is quickly coming to a close, making it the best time to start planning for next year’s goals and initiatives. 
• What’s one takeaway from the article that your team could improve upon? Take some time to scroll through each takeaway and find an area of opportunity for next year’s strategy. 
• Asking leadership to fund the team’s conference attendance in 2026. Conferences like Advertising Week are a great way to network, keep a finger on the pulse of emerging trends, and fuel inspiration and creativity. 

⚡️ Fueling Growth Through Integrated Marketing ⚡️ At Advertising Week, major brands like PepsiCo and Kraft Heinz emphasized two key initiatives: move at the speed of culture, and scale through AI-enabled operations. Here’s how to translate that into your integrated marketing strategy:1. Build for culture moments while anchoring in brand equity. Brands at the event warned against chasing every viral moment. For example, Kraft Heinz’s CMO likened brand-building to pointillism; small, careful dots that form the picture, rather than impulsively jumping on every trend.2. Embed AI and operational agility into your marketing engine. Panel discussions highlighted how brands are embracing AI to shift from keyword search to prompt-driven insights, and from creative bottlenecks to rapid output. You can use AI tools for things like rapid audience segmentation, creating modular creative templates, and driving A/B or multivariate tests at scale.3. Ensure channel orchestration with a full-funnel mindset. Culture-led content and AI speed mean nothing if siloed by channel. Brands emphasised aligning agencies and in-house teams to deliver unified experiences.5. Organize for speed and learning. In a culture-fast, tech-fast world, your campaign is never “done.” Brands at AW ‘25 framed marketing as a continuously evolving organism. Make sure to define campaign cycles, deploy dashboards tracking performance and relevance, and allocate budget or capacity for “speed plays.”

Enter a new era: How video led to a complete transformation in podcasting 

https://www.marketingbrew.com/stories/2025/07/07/video-podcasts-media-history

TL;DR: Since podcasting emerged almost 25 years ago, the industry has seen explosive growth. And what started as a strictly auditory medium is now entering its next chapter, as more podcasts than ever now contain a visual component; not only does this give audiences a more immersive experience, but it also opens up more video advertising opportunities for creators and hosting platforms.

Takeaway: Like any popular channel, podcasting became extremely oversaturated, leading to layoffs and advertising slowdowns. Introducing video podcasts has given consumers a new way of engaging, whether they choose to sit down and watch the whole episode or just want to flip over their phones to see a quick visual. And with YouTube being the most-watched platform in the world, it opens up more opportunities for brands to get in front of new audiences, either by sponsoring a podcast or hosting one of their own.

Consider

• Revisiting your podcast strategy. Whether you considered starting one but it never took off, or you abandoned your ad campaigns because they weren’t delivering enough ROI, it might be time to wipe the dust off your strategy and try again in this new era.
• If your brand is right for a video podcast. The article mentioned that not all podcasts–specifically business ones–are necessarily enhanced by a visual component. 
• Tightening your YouTube efforts. If your brand has always wanted to launch or strengthen your YouTube marketing strategy, but felt too intimidated by the channel, running ads on podcasts is a great way to get your feet wet. 

Look ahead: What OpenAI’s new music tool could mean for marketers

https://www.inc.com/ava-levinson/openai-music-tool-marketing-strategy/91256568

TL;DR: OpenAI is allegedly developing a music tool that would allow users to create music for videos or vocal tracks based on text or audio prompts. Though training has been a source of contention in AI music, it’s often celebrated in the advertising world. 

Takeaway: For marketers and advertisers, a streamlined system of music generation could mean creating demos for a catchy jingle or soundtrack in minutes. It could also help produce several different iterations if a brand is still experimenting with different genres and sounds, while saving tons of time and money in the process. 

Consider:

• Does your brand have an ‘audio identity?’ Start thinking about what that could look like and how it would fit into your visual identity. 
• How could this impact your reach to different audiences? For example, the ads targeted towards Gen Z might be a separate genre from those geared towards retirees. 
• Would an AI-generated jingle elevate or dilute brand equity? If audiences detect AI music, they might think you’re cutting corners or using less human creativity. Make sure you’re monitoring the consumer reaction and always giving that human touch.