Collective Managing Partner Carly Hackett on why the most agile brands aren’t the fastest movers: they are the ones that built accurate, reusable product assets long before the brief arrived.
Category: News
Open Isn’t a File Format: The Real Question Behind WPP’s Platform
Collective Co-Founder Steve Barnes on WPP’s new global production platform: why open standards inside a closed workflow can still leave brands locked in, and what genuine openness actually looks like.
There’s a Growing Fault Line Between Marketing Ambition and Procurement Logic in the Age of AI
Collective Co-Founder Steve Barnes has written for Marketing Procurement iQ on the widening gap between how AI content is sold and how it actually performs. His argument: the problem is not AI, it is the buying model. Speed and cost dominate the conversation, when the real value sits in ownership, accuracy, and reusability.
