ICYMI: 5 must-reads for modernizing the marketing playbook

This month, the recurring theme is challenging the traditional marketing playbook. From flipping forgotten channels into front-runners, to redefining creativity in an AI age, to calling time on the performance-privacy trade-off – these five stories say something about where marketing’s really heading.

1. Attention is up in the air

In-flight advertising is shaking off its legacy image and emerging as one of the most compelling – and underused – tools in the modern marketer’s playbook. And it’s not just for big brands with big budgets. Turns out, 35,000 feet above ground is one of the few places audiences aren’t swiping past your ads.

“In-flight is where the attention economy flips,” says Chris Demange, vice-president at Viasat Ads. “Passengers aren’t distracted. They’re actually looking to be entertained, informed – and connected… These aren’t just ads; they’re part of an intentional, high-impact customer journey.”

• Read it here as we make the case for attention at altitude.

2. It’s time for the ninth P of marketing

Marketing’s favorite framework (the 4 Ps) has had more remixes than a ‘90s club anthem. From Product, Price, Place and Promotion, then came People, Processes, Packaging and Physical Evidence, then Performance. Now, it’s time for the real chart topper.

“Today, we need new principles for data minimization, informed consent and respect for digital privacy,” says Adelina Peltea, chief marketing officer, Usercentrics. “Brands don’t win because they shout the loudest, they win because they build the most trusted customer journey.”

• See why the most powerful P belongs at the center of your strategy, not in the legal small print.

3. AI isn’t the enemy of creativity

From how ideas are born to how campaigns are delivered, AI is upending creative production. It’s no longer a question of if AI belongs in the industry, but how brands can use it to elevate, not erode, storytelling.

“Audiences aren’t focused on how content is created. They care about the stories we tell,” says Drew Weigel, vice-president, head of innovation at Shutterstock Studios. “Blending tech is the game-changer. Hybrid workflows powered by AI and virtual production give brands the flexibility to scale fast.”

• We look at four real ways AI is changing creative production – without killing the craft.

4. Timing is everything

From viral celebrations to unexpected upsets, live sporting moments unite audiences like nothing else. In a fragmented media landscape, these events offer rare, undivided attention, emotionally charged engagement – and up to 3x higher brand performance.

“Think of sports as a timeline of moments – tentpole, micro, milestone. Every one of them is an opportunity. But brands don’t need to buy the whole timeline anymore. With data and tech, they can pick their moments and own them,” says Ralf Ollig, vice-president of product, Sportradar ad:s.

• The 23% rule is a wake-up call: we break down why reacting fast to sports moments is a performance multiplier.

5. Media meets meaning

With limited leisure time, audiences are curating content that earns their attention versus interrupts it. Amazon Ads calls these emotionally charged, intent-filled ‘quality time’ moments the new frontier of media planning. The question isn’t if brands should show up in these moments – but how to make them count.

“When brands enter the space thoughtfully, they become part of the cultural conversation, not an interruption to it,” says Dan Clancy, CEO, Twitch.

• Explore how to show up with relevance by connecting mood, message and moment to create long-lasting brand resonance.

And for more expert intelligence on solving the toughest marketing challenges, check out The Drum’s Partner Insights here.