Now that Ferran Torres’ goal for Spain closed the World Cup, we can finally take a well-deserved summer break.
So, before we all hit the beach, here are my top three summer business insights from casual conversations with clients and prospects on sunny terraces.
GEO or Die!
A prospect who is also a very good friend told me, “Get into GEO ASAP or quit.” In all honesty, at the beginning of the summer I had no clue what that meant. GEO means Generative Engine Optimization. Unlike social media, this is the ultimate business driver. This is not some hypothetical future like the Metaverse; this is the real thing, and it is happening as you are sunbathing on some Mediterranean beach. Real and concrete, with zero BS.
In a nutshell, brands now have to reorganize their digital ecosystem to be able to convey the proper information to LLMs working for customers. It is no longer about search but about answers. If you have not done anything about it yet, cancel your holidays—or ruin mine by asking for a plan.
The Dream Job
Sometimes you discover your dream job when approaching a prospect. I discovered that the Head of Communications of a major global weapons manufacturer had zero communications budget for the foreseeable future. They were like, “Who needs to communicate these days? Our order book is full for at least the next 10 years.” Ten years—just in time for my retirement. That’s the dream job.
It reminds me of the Maytag repairman character in the Maytag ads, for those who remember. If you don’t know it, check it out on YouTube. Bold strategy and perfect creative translation.
More seriously, what would you recommend to such a prospect to keep his CMO/Head of Comms busy?
2027 Starts Now
Whilst 2026 can be mostly written off for most businesses—except for weapons manufacturers (see above)—I discovered that, during wartime, a considerable number of clients are actually actively preparing for peace. This is not about a pitching frenzy, but about taking the time to reflect on brands.
I see lots of money being invested in “in-depth” brand research and proper consulting. For the first time in a while, clients are not in the reactive position of “changing the engines while flying the plane” but rather changing the engines when the plane is on the ground. That did not happen during COVID because of the total and crazy disruption that occurred. This time around, things are more structured and also dramatically impacted by the massive incursion of AI into every aspect of marketing and communication.
Basically, as one client told me, “Write off 2026. 2027 starts now.”
Short of having found a dream job where you are on holiday 365 days a year, I wish you all a wonderful and well-deserved break.
And in that context, I would like to award a prospective client a Gold Lion for elegance and respect. They did all the proper research and agency shortlisting in June but postponed their pitch until September in order not to ruin four agencies’ summer holidays. I bet the work will also be waaaay better!
#makeadvertisinggreatagain
