Thinking
Working with a multinational team, for international clients across geographies, in this turbulent creative industry, with our HQ in Amsterdam, of course we have an opinion. This is where we share our thoughts with you.
Why Brands Are Winning in 2025:
It's All About the Experience
It's All About the Experience
The companies doing really well right now aren't the loudest ones.
They're the ones that figured out how to connect with people in ways that don't feel like marketing at all.
They're the ones that figured out how to connect with people in ways that don't feel like marketing at all.
Living Brands.
Why Your Brand Identity Needs Constant Evolution
Why Your Brand Identity Needs Constant Evolution
Your brand sits static for five years. Maybe seven. Then comes the big reveal. The complete overhaul. The fresh new look.
This cycle made sense when media moved slowly. When audiences stayed put. When culture shifted in decades, not months.
That world is gone.
How you move shows who you are
Why Motion Matters.
The French philosopher Blaise Pascal understood this centuries ago:
"Our nature consists in motion; complete rest is death."
"Our nature consists in motion; complete rest is death."
AI's Real Power: Why Context Engineering is the Creative's Secret Weapon
The AI conversation has taken a wrong turn.
While everyone obsesses over crafting the perfect prompt, the real breakthrough lies elsewhere. Context engineering, "the art of providing all the context for the task to be plausibly solvable by the LLM", is where the magic happens.
Always Evolving.
Constantly Relevant.
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