Musings about work, marketing and creativity
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Why Ideal Client Profiles (ICPs) Are Strategic Infrastructure
By Rachelle Kuramoto Over two decades directing brand and communications strategy across PR, digital marketing, and nonprofit engagements, I’ve seen many organizations initially undervalue the importance of an Ideal Client Profile (ICP). Too often, it is included as a useful detail for a GTM push or a paid social campaign, but not considered part of…
Where Marketing Talent Is Headed in 2026
Hiring for marketing and creative is not slowing down. It is getting more specific. Across the Southeast, companies still want strong brands, smart storytelling, and great design. What has changed is the expectation that marketing and creative work clearly connect to business outcomes. Growth. Efficiency. Revenue. Retention. AI is a big part of that shift,…
The Work Got Faster. The Demands Got Bigger. The Answer Is a Collective.
By Jeff Licciardi Agencies and brands are living through the wildest plot twist the industry has ever seen. Platforms are evolving faster than anyone can refresh a PowerPoint. Talent wants meaning, not hierarchy. AI is speeding up production like it drank six cold brews. And the pressure to create more content, in more places, with…
Where Data Meets Heart: The New Recipe for Guest Loyalty
By Annica Conrad How Fast Casual and QSR Brands Are Moving Beyond Discounts to Build Emotional Loyalty Through Smarter Data and Real Hospitality As restaurant marketers, we’ve long been told that loyalty lives in the numbers: points earned, redemptions made, offers clicked. Yet despite an explosion of loyalty programs and the adoption of sophisticated CRM…
The 3 E’s of AI™: The Secret Behind Marketing’s Next Revolution
By John Gardner, CEO IL2 Artificial Intelligence isn’t just another new tool in the marketer’s kit; it’s reshaping how marketing works at its very core. For decades, marketers have discussed the “art and science” of the field, striking a balance between creativity and measurement. With AI, that balance is accelerating toward a new reality where…
Informed Storytelling: Marketing’s Brightest Idea
by Robert Rivenbark As corporate creative professionals, we must navigate shifting customer tastes, economic fluctuations, competitive pressures, technological advancements, leaner teams operating across multiple time zones, and frequent corporate restructurings. It’s all too easy in this atmosphere for creatives to dilute what’s essential to marketing success: informed storytelling. Informed storytelling bridges the gap between internal…
So, You Want to Be a Creative Director. Here’s What That Means in 2025
By Lori Llorente Waters Leadership in the creative world isn’t what it used to be — thank goodness. If you’ve been in the biz a while, you may remember when sharing ideas meant sweaty palms, little sleep, and the sheer terror of presenting to a creative director who seemed to enjoy making you squirm. You’d…
The Visibility Gap: How Image Coaching Elevates Executive Presence in Marketing and Creative Industries
By Eileen Nebhut As marketing and creative professionals, you are often celebrated for your innovative ideas, strategic thinking, and artistic flair. Yet, despite your talents, many of you find yourselves grappling with less tangible but equally critical challenges that have to do with ‘executive presence’ (EP). This elusive set of behaviors—encompassing gravitas, communication, and image—can…
Navigating the Customer Journey
By Kevin Maufer The Customer Journey is a challenge and an opportunity! Customer Success must be attuned to the intricate paths customers traverse in their journey. Every milestone shapes their experience, impacts their satisfaction, and ultimately, their retention. Yet, amidst the successes, critical pain points demand attention and innovation. Bad Handoffs: The First Impression The…
The Power of Community
By Katy Griggs I serve on the board for IABC Atlanta (International Association of Business Communicators, Atlanta chapter), and in my role, I regularly engage with corporate communications and marketing professionals to understand their challenges and what’s top of mind. Two major, ongoing trends are shaping our industry today: a rapidly changing marketplace and increasing…