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Latest Thinking is where Generator shares perspectives on media, measurement, AI, marketing effectiveness, and the challenges facing modern marketers. These aren’t product announcements or company news. They’re informed points of view designed to challenge conventional thinking, spark better questions, and help marketers make better decisions.
Latest perspectives
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Dumbest Fight In Marketing: Brand Vs. Performance
Michael Farasciano on why brand and performance were never opposing strategies—and why growth depends on integrating them.
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Optimization Is Quietly Killing Marketing Creativity
A relentless focus on what is easiest to track can make marketing efficient, optimized—and completely forgettable. Lee Beale argues for…
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The Most Expensive Number in Media Is the One Nobody Saw
Reach proves an ad was served. Attention reveals whether it mattered. Erika Cramer makes the case for relevance, context and…
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AI Isn’t Threatening Agencies. It’s Exposing Where They Create Value.
AI is not eliminating agency value—it is revealing where that value truly lives. Nathan Perez explains why judgment, intelligence and…
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Has the Agency Pitch Process Become Too Good at Measuring the Wrong Things?
Agency reviews have never been more sophisticated—but are they measuring the wrong things? Tobias Wolf argues for evaluating partners by…
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