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Omnicom’s mega-merger doubles down on media — at creativity’s expense

The advertising world has reached a moment of reckoning. As of late November 2025, Omnicom Group has officially closed its acquisition of Interpublic Group (IPG), with revenues exceeding $25 billion. The deal triggered a global reorganization: more than 4,000 jobs cut (some likely happening on the very date of this publication), multiple legacy agency names retired and …

The case for and against CTV in 2026 B2B marketing budgets

I’ve written extensively about CTV, often to help marketers recognize when the channel is not the right investment. While CTV remains relatively under-adopted in B2B, interest is growing as brands begin planning their 2026 marketing budgets. In recent months, inquiries from B2B marketers evaluating whether CTV deserves a place in those plans have increased noticeably. …

Catch up on the November 2025 HubSpot updates

November brought a lighter batch of HubSpot updates, but the impact is anything but small. These are the kind of updates that make your reporting feel faster, your segmentation sharper and your AI tools fit more naturally into the way you already work. From smarter lead management to cleaner admin controls, and even a few …

Cold email works if you stop trying to sell

They’re brazen, intrusive and widely disliked, so why are we still sending cold emails to unsuspecting recipients? It’s commonly accepted that cold outreach should be avoided like a half-eaten hot dog in a parking lot. And yet it persists. With the right framing — and real respect for the recipient’s time — cold email can …

How brands can get noticed in ChatGPT and Google’s AI Overviews

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet. Want to ask your own question of MarTechBot? Give it a try. To increase brand visibility in large language model outputs like …

3 roles every marketing leader needs now

As organizations invest heavily in martech and personalization, marketing leaders face a familiar challenge — turning those investments into real business impact. Despite increasingly sophisticated tools, many teams struggle to realize martech’s full potential, often because critical talent and expertise are missing. The solution lies not in the technology alone, but in the roles and …

What efficiency-first martech gets wrong about creativity

For years, marketers have evaluated their martech stacks using hard metrics like lead generation, behavioral tracking and operational efficiency. Dashboards tell us whether the machine is running smoothly. But a more human question is emerging — does all this technology help us create better, more creative work or does it simply help us produce more …

Most ad agencies are planning for AI, but few are putting it to work

Source: AIDigital’s The State of AI Maturity Most ad agencies are talking about AI — but few are doing it at scale, according to a AIDigital’s “The State of AI Maturity.” The report shows agencies are deep into the exploratory phase when it comes to adopting AI, with a wide gap between intent and execution. …

The future of GTM starts with causal clarity

Scott Brinker’s Martech for 2026 report offers a lucid map of the terrain GTM teams must now navigate: a marketplace no longer defined by sequential buyer journeys, increasingly shaped by agentic AI, destabilized by volatility and governed by nonlinear patterns of evaluation and decision-making. Yet during the same period in which martech blossomed into a …

How CreativeOps keeps AI-driven content from stalling

Your team finally rolled out AI tools across the content pipeline. Everyone expected campaigns to move faster and creative bottlenecks to fade. Instead, the slowdown took a different form. Writers are waiting for approvals. Designers are correcting AI-generated assets that missed brand rules. Review cycles expanded because teams lack shared standards for AI-ready creative. The …