Gavin Buxton

Read WPP’s AI-Empowered Agency paper. Had a few thoughts. Mostly about how the vision they’re selling - infinite scope, no boundaries, total optimisation - is also a fast-track to erasing everything this industry promises. AI can be extraordinary if it’s wielded with intent and balance. But the hype machine doesn’t do nuance. And right now, we need grown-ups in the room. Not wishful thinkers with no grounding in the work itself. I wrote about it here → https://lnkd.in/eDeyHeG7

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Just read an absolutely fantastic article by Henry Innis “Do Upfronts Still Matter? — Kind Of” on Marketing Economics, and wow — this is one of the clearest takes I’ve seen lately on where the media business really is. What makes this article great: 1. It cuts through the hype and looks at actual results vs. promises — something often missing in conversations about Upfronts. 2. It acknowledges the shift toward always-on, programmatic, on-demand buying without dismissing the ongoing value of Upfronts. It’s not “one size fits all” — which is refreshing. 3. It highlights trade-offs: predictability vs flexibility, scale vs targeting, commitment vs agility. In “media math” these trade-offs matter more than ever. So as most brands and agencies are wrapping up their upfronts and building their 2026 media plans, a few thoughts: 1. Planning matters — yet so does adaptability. Upfronts give stability (budgeting, forecastable reach), which is crucial for many brands. But markets move fast — cultural moments, shifts in audience behavior, emerging platforms — so you need a mix: the backbone of Upfronts plus the flexibility of agile buys. 2. Accountability & measurement drive everything. If Upfronts become just about “I pay now, you promise reach,” without transparent metrics, brands lose out. The future is in anchoring those commitments to performance data, cross-platform reach, incrementality. 3. Audience first, not format first. Whether Upfronts or programmatic, it’s the audience that matters. If Upfronts help secure high-value audiences efficiently, they’ll stay relevant. If they don’t deliver better audience outcomes than newer methods, they’ll fade. In short: Upfronts still matter — but not in isolation. The strategy that wins is one that blends the discipline of planning with the nimbleness to respond to what’s happening in real time. This article nails why that isn’t just “best practice” — it’s becoming essential. https://lnkd.in/efm7B5D9

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The MCU Isn't Dead; It's Reinventing. Here's What CEOs Can Learn From It. The Marvel Cinematic Universe (MCU) has once again become a target of criticism. The recent Fantastic Four film, experiencing a significant drop in its second weekend box office (66%), has critics sharpening their knives. With Captain America: Brave New World, Thunderbolts, and Fantastic Four facing muted buzz, the "MCU is over" chorus is growing louder. But this narrative lacks perspective. Since 2008, Marvel has executed one of the most successful entertainment experiments in history. A 17-year run of interconnected storytelling that reshaped cinema and brought in over $30 billion at the box office. Compare that to the DCEU a universe riddled with inconsistent tone, failed reboots, and unmet expectations. What people conveniently forget is that Deadpool & Wolverine, released just last year, crossed $1.4 billion globally. Marvel has recently delivered streaming content like Daredevil: Born Again and Agatha All Along. The fan base is still deeply engaged. And what’s next? The roadmap is nothing short of blockbuster: Spider-Man: Brand New Day Doomsday A likely Doctor Strange 3 Secret Wars; poised to be as big as End Game! Black Panther 3 potentially featuring Denzel Washington Thor 5 And the long-anticipated X-Men reboot Each of these is a billion-dollar contender. When Marvel lands four billion- dollar hits in a row; as they are well positioned to this current wave of doubt will seem laughable. So, what’s the branding lesson for CEOs? #1 Longevity Requires Reinvention. Even the best brands go through valleys. Marvel's dip is partly due to content overload during the Disney+ era. But they’ve recalibrated. Fewer releases. Higher quality. Focused storytelling. In business, strategic pauses to reassess can be your brand's salvation. #2 Your Legacy Buys You Time; But Not Forever. Years of dominance gave Marvel room to stumble and adjust. Strong executive brands earn the same grace. If you’ve built trust and delivered consistent value, your stakeholders will allow some turbulence. Just don’t take it for granted. #3 Don’t Let the Noise Define You. Marvel’s critics are vocal, but they’re often short-sighted. Brands and leaders who panic in response to social media narratives risk making poor long-term decisions. Control your narrative. Communicate your vision. Ride the waves strategically. #4 Build a Brand That Can Withstand Pressure. Marvel is still relevant because it created a narrative universe people care about. As a CEO, your brand should do the same. Are you building a story around your mission? Critics may be writing the MCU’s obituary; but smart leaders know better. True brands aren't built on perfection. They're built on adaptability, long-term vision, and emotional connection. The greatest stories, in cinema or in business, are the ones that rise after a fall. What are your favorite brands that bounced back?

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Appreciative to have my latest piece appear in AdAge where I share my thoughts on the intersection of agencies, AI and data. For the first quarter of this century the media ecosystem has been transformed in a way not seen since the the beginning of the last one. The early 1900's saw the introduction of Radio and Television as new media formats into the advertising ecosystem. The 2000's saw the explosion of digital technologies and internet advertising. With the rapid rise of AI the underpinnings of that ecosystem are set to be reinforced in a manner that is further transformative. I share some top level thoughts of how agencies can benefit here: https://lnkd.in/eZN-48Bk

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