Imported Article – 2026-03-31 15:34:47

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Gillian Follett is a general assignment reporter for Ad Age. She writes about a variety of topics including social media, influencer marketing and the creator economy. Gillian graduated from Syracuse University's S.I. Newhouse School of Public Communications.

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Ewan Larkin covers ad agencies, including new business, executive moves, trends and more. He previously covered corporate communications and public relations agencies as a reporter at PRWeek.

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Gillian Follett is a general assignment reporter for Ad Age. She writes about a variety of topics including social media, influencer marketing and the creator economy. Gillian graduated from Syracuse University's S.I. Newhouse School of Public Communications.

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Gillian Follett is a general assignment reporter for Ad Age. She writes about a variety of topics including social media, influencer marketing and the creator economy. Gillian graduated from Syracuse University's S.I. Newhouse School of Public Communications.

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Garett Sloane is Ad Age's senior editor, AI & technology. He has worked in newspapers from Albany to New York City, and small towns in between. He has also worked at every advertising industry trade publication that matters, and he once visited Guatemala and once rode the Budapest Metro.

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Ewan Larkin covers ad agencies, including new business, executive moves, trends and more. He previously covered corporate communications and public relations agencies as a reporter at PRWeek.

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E.J. Schultz is the News Editor for Ad Age, overseeing breaking news and daily coverage. He also contributes reporting on the beverage, automotive and sports marketing industries. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics.

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Brandon Doerrer is Ad Age’s brand marketing reporter. He covers financial services, telecommunications and marketing trends CMOs need to know. He previously covered creators, social media, gaming and technology at Campaign US and PRWeek and graduated from Columbia University’s Graduate School of Journalism.

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Brandon Doerrer is Ad Age’s brand marketing reporter. He covers financial services, telecommunications and marketing trends CMOs need to know. He previously covered creators, social media, gaming and technology at Campaign US and PRWeek and graduated from Columbia University’s Graduate School of Journalism.

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Ewan Larkin covers ad agencies, including new business, executive moves, trends and more. He previously covered corporate communications and public relations agencies as a reporter at PRWeek.

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Brandon Doerrer is Ad Age’s brand marketing reporter. He covers financial services, telecommunications and marketing trends CMOs need to know. He previously covered creators, social media, gaming and technology at Campaign US and PRWeek and graduated from Columbia University’s Graduate School of Journalism.

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Brandon Doerrer is Ad Age’s brand marketing reporter. He covers financial services, telecommunications and marketing trends CMOs need to know. He previously covered creators, social media, gaming and technology at Campaign US and PRWeek and graduated from Columbia University’s Graduate School of Journalism.

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Our discerning client, Steve Jobs, had a notorious appetite for killing work, leaving a wake of uncracked briefs and weary creatives in its path.»},{«_id»:»FRZIESYV2VBTFN5LZSEMLIU54U»,»additional_properties»:{},»type»:»text»,»content»:»Fearful that a truncated timeline would affect my ability to come up with something great, and fearful that if I didn't it would tarnish my reputation within the group, I politely declined the opportunity. I chose the safety of the sidelines. And predictably, the team that did step in produced an amazing campaign that went on to win several awards.»},{«_id»:»5QCG6PKONJHRFFDT4PCY3SGDNA»,»additional_properties»:{},»type»:»text»,»content»:»Even the most driven among us have, on occasion, reached for the convenient out. We drape our hesitations in the language of pragmatism: We make excuses like, “Not my job. Not my problem.†“Let's just put it off until tomorrow.†“Do it the same way we've always done it.†“Don't work too hard. It's just a small project.†“Someone else will take care of it.†“I can't do anything good with this brief.†“Decent will do the trick.†«},{«_id»:»CXO3XMSWRJEIFDDX7OARXUNEVY»,»additional_properties»:{},»type»:»text»,»content»:»However, in a creative environment, those small concessions can quietly cloud our collective ambition. They can stand in the way of great work and progress, and shape cultures where average becomes acceptable … and excuses drive decision-making.»},{«_id»:»HZM4RHJZ7RFS7KAKNGSNGKNC2U»,»additional_properties»:{},»type»:»text»,»content»:»Despite a career often defined by high-stakes projects and leadership roles, I am not immune to occasionally defaulting to excuses. While I like to think of myself as passionate and highly driven, I have sometimes opted for the comfort and safety of an “easy out.†So, as a rallying cry for myself and team, and as a reminder to other companies hoping to make brave work the norm and not the exception, we at Innocean USA created an internal campaign where we systematically and quite literally eliminated the industry's common cop-outs.»},{«_id»:»LSEBT4VNVRC4HAFDFQY6KAKCSA»,»additional_properties»:{},»type»:»text»,»content»:»We started by turning each limiting thought into art, then met them with beautiful, cathartic force. Using chainsaws, flamethrowers and swords, several of our associates dismantled them across multiple performance art-style videos. Afterwards, we framed the charred, sliced and battered remnants and installed them as a permanent gallery within our agency walls, to serve as a graveyard of limiting beliefs that keep us playing it safe and small.»},{«_id»:»ZLALEDQTCZHVHAITBKZLSQIXNE»,»additional_properties»:{},»type»:»text»,»content»:»Yet, art is merely a symbolic exorcism, and physically eliminating them was a creative exercise. It highlighted the symptoms with dramatic effect but didn't consider the root problems—the cultures and limiting beliefs that give these types of excuses oxygen. Each excuse we burned, beat and ripped to shreds has deeper psychological underpinnings; in order to purge them in real life, we need to get to the underlying limiting beliefs that guide them. In this way, we can bring to life new beliefs that serve the creative work and cultures we want to create.»},{«_id»:»AAR2D2LL4NEGHOCUB7T6CIWS64″,»additional_properties»:{},»type»:»text»,»content»:»I turned to my friend Jen Ostrich, a behavioral leadership coach, author of “Feedback Reimagined†and host of the podcast The Work of You. Drawing on leadership psychology, solution-focused feedback and culture design, she explored the invisible conditions and limiting beliefs that make these excuses possible, as well the factors that contribute to the survival and spread of excuse cultures … and what's necessary to shift beyond them. «},{«_id»:»JK7YMMWERRA4RCSBS2GLCVMHMU»,»additional_properties»:{},»type»:»text»,»content»:»Jen Ostrich: In order to shift a behavior, we must first access the underlying belief driving each behavior. Simply put, our beliefs generate thoughts and emotions, which then create a behavior that ultimately determines the action or result. This isn't dissimilar to what creators do in advertising—influencing how a consumer feels about a brand by shifting a thought or generating an emotion to drive a new behavior such as the purchase of a product.»},{«_id»:»PZZN3EAWENHONCR5MXXVCOL4LY»,»additional_properties»:{},»type»:»text»,»content»:»However, when it comes to personality (the protective structure around ego that fuels excuses), it's not enough to tell someone to change their behavior and expect to see a different result. They must first become aware of the underlying belief and how it's influencing the way they show up. One proven system is the Enneagram, which reveals the core motivations that drive how we think and believe, offering a practical path for growth into our most authentic self.»},{«_id»:»QVQXZGCIPZCGVK65C7ON2Q4NFQ»,»additional_properties»:{},»type»:»text»,»content»:»Let's take a look at eight common excuses and peel back the layers to identify the limiting beliefs, the Enneagram-inspired motivational factors, and the leadership and cultural shifts necessary to do our best work.»},{«_id»:»R2P557DPZFHTDPKQL343MDS6NM»,»type»:»raw_html»,»content»:»

n

Core Fear: Feeling vulnerable when we don't have full control.
nMotivation: Needing full agency and autonomy to lead the way.
nLeader Shift: Accountability is a team sport and our job is to influence others.
nCultural Shift: We each hold 100% responsibility to team outcomes.

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n

Core Fear: Fearing being unprepared and exposed by the group.
nMotivation: Must always be prepared in order to build trust and be included.
nLeader Shift: Shared momentum creates clarity—start with rough ideas.
nCultural Shift: We reward progress over perfection.

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n

Core Fear: Fearing making a mistake and thereby being seen as a mistake.
nMotivation: Must get it right and do the right thing.
nLeader Shift: Commit to being curious and exploring alternative possibilities.
nCultural Shift: We reward thoughtful experimentation, not just proven solutions.

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n

Core Fear: Fearing rejection and feeling insignificant.
nMotivation: Protecting worth and image by investing where payoff is visible, valuable and appreciated.
nLeader Shift: Value is the opportunity you see in any project, of any size.
nCultural Shift: We celebrate creative effort on anything as a marker of excellence.

«},{«_id»:»YONKUBPZXZCSHMSZE6RMVR7DJA»,»type»:»divider»},{«_id»:»P63YJEN5XRFCBKC4MAIOGEIKVQ»,»type»:»raw_html»,»content»:»

n

Core Fear: Fearing being seen as foolish or too depended upon.
nMotivation: Must guard my time in order to deeply understand things.
nLeader Shift: It's necessary and courageous to take action, whether assigned or not.
nCultural Shift: We reward shared accountability and visible ownership.

«},{«_id»:»DB3LQKODABBWBH2PJ6KRYSY6SU»,»type»:»divider»},{«_id»:»47LSJARGGJH75GCQ77ISEYDXS4″,»type»:»raw_html»,»content»:»

n

Core Fear: Constraints limit possibility, which impacts my identity.
nMotivation: I need freedom to explore possibilities and come up with unique solutions.
nLeader Shift: Commitment means persevere until the authentic possibility is clear.
nCultural Shift: We separate experimentation from identity and ego.

«},{«_id»:»IRPVMHY5HVFYDOCOKL6GC2MZ7M»,»type»:»divider»},{«_id»:»TJEBQT2RBNCUHJX6HE2L74GRLM»,»type»:»raw_html»,»content»:»

n

Core Fear: My version of excellence could invite criticism or conflict.
nMotivation: Play it safe to ensure the peace and potential investment required.
nLeader Shift: Risk-taking is necessary to move confidently toward achieving greatness.
nCultural Shift: We normalize boldness over approval.

«},{«_id»:»XQCM7LYRSZG5ZGTWF3NISC2NEE»,»type»:»divider»},{«_id»:»X43TFSS7HVA25PFZOVJUIAKZBU»,»type»:»raw_html»,»content»:»

n

Core Fear: Causing friction by leading with agency.
nMotivation: Go with the flow to ensure harmony.
nLeader Shift: Agency starts with the choices I make inside my role.
nCultural Shift: Change begins with the person who sees possibility.

«},{«_id»:»U22SOXVMEFBZNJGFJ3REK2VCZE»,»type»:»divider»},{«_id»:»TISJRNWGQRC5HAA4OW7IF6GMXM»,»additional_properties»:{},»type»:»text»,»content»:»So how do we bring this into day-to-day culture? In order to keep the old beliefs and excuses out of our offices and output, there must be new beliefs to take their place. This requires embodying an alternative mindset, as well as practice across the entire system. This requires intention, repetition and recognition to truly stick. «},{«_id»:»WCUR3P34XFBMPFFQACJL4XMZXU»,»additional_properties»:{},»type»:»text»,»content»:»Next time you hear one of these excuses, try three things: «},{«_id»:»VJZTNSUVYVB3ND3N5LOG5USP74″,»additional_properties»:{},»type»:»text»,»content»:»1. Pause and assume positive intent through empathy. Words aren't always as they seem; there's something deeper driving these excuses/behaviors.»},{«_id»:»7B3SS55ESNDMDPES73KXPXYHTE»,»additional_properties»:{},»type»:»text»,»content»:»2. State what you want them to do instead: the mindset shift. For example, when you hear “Let's put it off until tomorrow,†you can offer the direction of momentum creates clarity and empower that leader to stretch themselves to jump into the messy where the answers aren't yet clear.»},{«_id»:»GZVTB2JNLFHQ3JRLXWYURNHWJA»,»additional_properties»:{},»type»:»text»,»content»:»3. Each time you see that leader behaving in this new way, recognize and reinforce it. Over and over. This is the key to helping this new behavior to stick.»},{«_id»:»EI5OGY6RO5BVLJ7CB2FHIVMIPI»,»additional_properties»:{},»type»:»text»,»content»:»While it may look simple to shift these beliefs, it's not always that easy. We've been carrying these beliefs around our whole life, like a computer operating system that's been coded. This process begins with awareness. Once we have awareness of our belief system, then we have choice. With choice, we are empowered to choose how we respond to a situation. «},{«_id»:»Z3BFJL6WTBBHTNXM2RLGCITURY»,»additional_properties»:{},»type»:»text»,»content»:»Jason Sperling: I often think back to that Apple brief I let slip away. At the time, I thought I was protecting my reputation. In reality, I was actually protecting my limiting belief. By eliminating our excuses, we don't just clear the walls. We finally make room for the work we were too afraid to try.»},{«_id»:»VIN2HWET65DKTPB5CQTGDGLADM»,»type»:»divider»},{«_id»:»UKZR6FYJOFFB3AKJR5WFJSSD6M»,»additional_properties»:{},»type»:»text»,»content»:»Jason Sperling is chief creative officer of Innocean USA.«},{«_id»:»G55G4CLLIJAZLLRUJARDV4HDUA»,»additional_properties»:{},»type»:»text»,»content»:»Jen Ostrich is a behavioral leadership coach, author, podcast host, founder and CEO of Grow Collective and creator of The Work of You.«},{«_id»:»P25ZJSOLOVDTXFQBRI464HB3DA»,»additional_properties»:{},»type»:»text»,»content»:»How to submit an op-ed to Ad Age«}],»subheadlines»:{«basic»:»»},»description»:{«basic»:»Inside the agency's quest to understand excuses and the limiting beliefs behind them.»},»language»:»»,»editor_note»:»1. Disregard subheadline field in article template.n2. Every slug must start with aa- and-words-must-all-be-lowercase.n3. SEO headline goes in Meta title field—60 characters max.n4. 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IRL experiences are becoming infrastructure, not marketing stunts. There's enormous runway here. Imagine the brand that helps a Discord community host its first physical meetup. Or the company that turns a fandom into a real-world gathering place. These moments create belonging in ways digital interactions alone cannot.»},{«_id»:»TLSXQEESBRGPXPT7XPEVXDY6FQ»,»additional_properties»:{},»type»:»text»,»content»:»Also read: How to create loyal Gen Z connections, with Hinge CMO Jackie Jantos«},{«_id»:»UJ32CPHVNRAHLASKMZOBVSCHHY»,»additional_properties»:{},»type»:»text»,»content»:»That's where long-term brand equity will increasingly be built, not by telling people to get offline, but by helping what they discover online become real. Because the future isn't less digital. It's digital that leads somewhere.»},{«_id»:»GGP6QEIGQFHIDK6Q6G26RORAUI»,»additional_properties»:{},»type»:»text»,»content»:»For marketers, that shift requires rethinking how success is measured. 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Reid Litman is a global director at Ogilvy Consulting.

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is everywhere—on earnings calls, in pitch presentations and every agency capabilities deck. Scratch beneath the surface and a different picture emerges. Recent research from the National Bureau of Economic Research suggests that CEOs, the people demanding efficiency gains from AI adoption, are among the technology's least frequent users.»},{«_id»:»WXYGYIKYIRGW7JWW6Q4JAEF7U4″,»additional_properties»:{},»type»:»text»,»content»:»Those same CEOs are the ones representing their agencies during the M&A process. 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The absence of demonstrable economic value or impact means in most cases that AI is just window dressing, or worse, an over-promised cure-all for any client ailment.»},{«_id»:»O33WYHDWYBBOVMP62RDC6CNKCA»,»additional_properties»:{},»type»:»text»,»content»:»AI use in day-to-day operations is table stakes today. While that alone certainly helps in conversations with potential acquirers, it isn't a valuation driver. «},{«_id»:»TEULAFEQJBEL3KALSXER6GPIFU»,»additional_properties»:{},»type»:»text»,»content»:»Yet.»},{«_id»:»AGZCQS4Q6FFXLF4QDPLJD73YVU»,»additional_properties»:{},»type»:»text»,»content»:»There's no shortage of agencies positioning themselves as AI-enabled. New products. Proprietary tools. Rebranded methodologies. But buyers aren't underwriting positioning. They're underwriting cash flow. And when they look under the hood, two things tend to be missing: Talent and financial evidence. «},{«_id»:»VQAFBS5O5FGFTBIQ5HEQPTLQAA»,»additional_properties»:{},»type»:»text»,»content»:»Without either, AI is just a veneer. Which in itself raises a simple question: How do you separate real capability from well-packaged narrative?»},{«_id»:»D2P2VYAA3JEAVFUN2RBXTERJ6E»,»additional_properties»:{},»type»:»text»,»content»:»Read: How AI is transforming agencies from creative partners into tech-fueled vendors«},{«level»:2,»_id»:»DW5FZHRYFNDOJHDVO3OI2LNR3I»,»additional_properties»:{},»type»:»header»,»content»:»Start with the scientists»},{«_id»:»WMANJSIMWFH43E27ITZ24UBRZY»,»additional_properties»:{},»type»:»text»,»content»:»There's a simple way to cut through the noise: follow the people. If AI is truly embedded in an agency, it should show up in the talent base. Not just strategists and prompt engineers, but people who actually build and operationalize systems. Machine learning specialists, data engineers, technical architects and security and compliance leads. «},{«_id»:»XTV3BYWVLBBMNCYPR4CUEUTBA4″,»additional_properties»:{},»type»:»text»,»content»:»One CEO we work with has a straightforward rule when evaluating AI vendors: Ask who built the technology, and what they've built before. If the answer is vague, the conversation is over.»},{«_id»:»U5NEI54XBJFU7IF7NLSKRWA6HQ»,»additional_properties»:{},»type»:»text»,»content»:»It's a useful filter. Because without that layer of technical expertise, most “AI capabilities†are simply wrappers on top of third-party tools. Useful, in many cases, but rarely defensible and not a source of long-term value. Sure, that bright (and well-meaning) young strategist might have built an awesome vibe-coded landing page for your biggest client. But will that new page meet enterprise-level security and code requirements? «},{«_id»:»XL6R6JDUD5EGRCEMUFUOQTR4KM»,»additional_properties»:{},»type»:»text»,»content»:»Read: Inside private equity's new playbook for ad agency deals«},{«_id»:»YZAJC5FD25FRVHHMZ7JHPWVXEI»,»additional_properties»:{},»type»:»text»,»content»:»While AI continues to get smarter by the day, it remains but a tool. And a fool with a tool is still a fool, no matter how smart the tool is. All digital transformation requires people, process and technology. But in the case of AI, ironically, starting with the people has never mattered more.»},{«level»:2,»_id»:»5VU5SSXTL5HNFF643CUPSNF6OM»,»additional_properties»:{},»type»:»header»,»content»:»Follow the money»},{«_id»:»J3UQXJMOOFELBKW53GCNXMIP6Q»,»additional_properties»:{},»type»:»text»,»content»:»The second test is even simpler: where does AI show up in the numbers? If AI is driving efficiency, it should be visible in margins. If it's creating new capability, it should be visible in revenue. In practice, we're seeing very little of either.»},{«_id»:»2X62WY3BCRESJDEFWBYHMQJZNY»,»additional_properties»:{},»type»:»text»,»content»:»Many agencies talk about productivity gains. Fewer can point to sustained margin expansion. If output per employee is increasing but margins remain flat, the value simply hasn't been captured. Gross and net margins, utilization rates, revenue to comp ratios should all be moving in the right direction if AI is making a meaningful contribution.»},{«_id»:»6D22UZRWOFGV7K74HXEOVE66BA»,»additional_properties»:{},»type»:»text»,»content»:»On the revenue side, the story is similar. AI is frequently positioned as a new service layer, but rarely broken out in a way that shows attributable growth. There are few examples of standalone AI-driven revenue streams, new pricing models or clearly defined product lines that buyers can underwrite.»},{«_id»:»VPD3PCBP6VD4BN2Q4XNOGTSIOI»,»additional_properties»:{},»type»:»text»,»content»:»Read: Silverside is taking the ad industry into the AI-powered future«},{«_id»:»WRU6C5EPHZC3RAGQDHIGDNEYAM»,»additional_properties»:{},»type»:»text»,»content»:»That doesn't mean AI isn't being used. It clearly is. But usage alone doesn't create enterprise value.»},{«level»:2,»_id»:»SHRRRQZM3VDHDM4TJNEYOL3FLU»,»additional_properties»:{},»type»:»header»,»content»:»Why buyers remain cautious»},{«_id»:»PDR7KR2AIVD2FOC5XUKSC3GVTA»,»additional_properties»:{},»type»:»text»,»content»:»This is why AI, despite the hype, is not yet a multiple-expander in agency M&A. Buyers want to believe in it. They are actively looking for platforms where AI can accelerate growth or unlock efficiency. But in the absence of evidence, they default to treating AI as a hygiene factor—a necessary capability, but not a driver of upside. In some cases, over-claiming can even have the opposite effect. When AI narratives outpace the underlying reality, it introduces risk. And risk, in M&A, means the selling price gets discounted. «},{«_id»:»4XU56YD525C6TMUQREBMYX6J5E»,»additional_properties»:{},»type»:»text»,»content»:»One private equity principal I spoke to recently has gone no-bid on his last two marketing services deals, simply because of the AI question. Not seeing evidence makes it difficult to build, let alone support, a thesis. «},{«level»:2,»_id»:»6UJ5KDGB3ZFVBI3OO6RJ4QKT5M»,»additional_properties»:{},»type»:»header»,»content»:»What actually moves valuation»},{«_id»:»6BLSZGEFW5HVTCSKP3QX2X27O4″,»additional_properties»:{},»type»:»text»,»content»:»None of this suggests AI won't reshape the agency model. For agency owners looking to translate AI into enterprise value, the bar is higher than a capabilities slide or a new product name. If a serious investment has been made to advance AI in the business, show the people who are building and owning the technology. If AI is creating enterprise value then it needs to be supported by evidence of margin expansion, revenue growth or new commercial models. «},{«_id»:»7CMSBI57HFDSHLVILDCEAEXZI4″,»additional_properties»:{},»type»:»text»,»content»:»Read: 6 agencies attracting PE investment in an AI-driven market«},{«_id»:»CZY5PHJZIREEFEWQELIFAWQ2OM»,»additional_properties»:{},»type»:»text»,»content»:»AI may not be lifting valuations today, but it is now part of the diligence process and something agency acquirers expect to see, understand and pressure-test. Over the next few years the agencies that really do leverage AI will reap the rewards while the ones that say they do will reap only what they've sown. Provided, of course, that the claimed AI leverage is backed by evidence of real impact, in talent and in financial performance.»},{«_id»:»SACX56N5NRGP7FXKDJYXC544QY»,»additional_properties»:{},»type»:»text»,»content»:»Until then, AI isn't the key to a premium agency valuation. 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conversations today are dominated by serious topics. Artificial intelligence. Retail media. Privacy regulation. Economic uncertainty. The industry is navigating real structural change, and those discussions matter.»},{«_id»:»UXLUTM4E55DIVPS7TKUII5EW4I»,»additional_properties»:{},»type»:»text»,»content»:»But if you looked at social media recently, one of the most widely shared marketing moments had nothing to do with algorithms or attribution models. It was burgers.»},{«_id»:»5TBOWMUBQ5C3JPBUEBP6SMQQIY»,»additional_properties»:{},»type»:»text»,»content»:»What started as playful commentary from Chris Kempczinski, CEO of McDonald's, highlighting the brand's newest product, the Big Arch, turned into a cross-brand exchange involving leaders from Burger King and Wendy's. Executives who usually communicate through earnings calls and corporate statements suddenly sounded like participants in a friendly group chat. A&W Restaurants then took the parody even further with actor Allen Lulu.»},{«_id»:»XHRN4AFIE5GLFJN6KIAZE3A24Q»,»additional_properties»:{},»type»:»text»,»content»:»Read: McDonald's rivals pile on CEO video as food critics get a Big Arch bite«},{«_id»:»7B444PEPARDGHMZG2I6DYO4ZA4″,»additional_properties»:{},»type»:»text»,»content»:»The internet noticed. Media outlets quickly amplified the story. Social feeds filled with commentary. And the moment spread far beyond the marketing industry.»},{«_id»:»VUE7MTVYOFDBTBGQVLDO24VMDQ»,»additional_properties»:{},»type»:»text»,»content»:»What made it work was not the scale of the brands involved. It was the tone. At a time when public discourse often feels tense and exhausting, the exchange felt refreshingly light. It was competitive but respectful. Clever without being mean. And most importantly, it reminded audiences that brands can still be fun.»},{«_id»:»MVY6PVNSYRBAFCV6R757MYM3NY»,»additional_properties»:{},»type»:»text»,»content»:»There is a strategic lesson here that many marketers overlook. Humor is not just creative decoration. In today's media environment, it is a competitive advantage. Consumers today are navigating a nonstop stream of information, much of it negative. News alerts, social media debates and political conflict dominate attention. When brands show up with another heavy message, they often blend into the noise.»},{«_id»:»5ZQUWYHPZBG3HLEPNNSCRS7B54″,»additional_properties»:{},»type»:»text»,»content»:»But when a brand delivers something that makes people smile, it cuts through instantly. The burger exchange worked because it tapped into three fundamentals marketers can apply immediately.»},{«_id»:»SBC4Q3LO25G3BPHBNCKPJ36TT4″,»additional_properties»:{},»type»:»text»,»content»:»Read: How brands can use humor to build loyalty and relevance«},{«level»:2,»_id»:»TJAPJVC7XBBEJAXGCNKDQLSO3A»,»additional_properties»:{},»type»:»header»,»content»:»Embrace playful competition»},{«_id»:»CAZVVB3J2BASFL3B63MHDFVDGM»,»additional_properties»:{},»type»:»text»,»content»:»Category rivalry has always been part of marketing. Think about the historic battles between cola brands or fast-food chains. What made this moment effective was that the competition stayed entertaining rather than hostile.»},{«_id»:»VJNFKY35QRB2FFD2ZL4HQSNLLU»,»additional_properties»:{},»type»:»text»,»content»:»When brands acknowledge each other with humor, it signals confidence. It also invites audiences to participate. 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