Why are the most forward-thinking brands building content systems instead of just folders? Because we don’t need more content — we need content that’s cohesive, reusable, and built with purpose. In a landscape defined by fragmented visual identities, infinite distribution channels, and rapidly multiplying customer touchpoints, it’s no longer enough to simply “get the shot.” Every asset — photo or video — should reinforce who you are, what you believe, and what your audience should remember about you the moment they see it.

An AI recently uncovered new laws of physics—without knowing what physics is. It wasn’t taught Newton. It wasn’t shown Einstein. It simply watched pendulums swing and balls bounce. Then it invented its own understanding of the universe—entirely original, shockingly accurate, and deeply alien. This isn’t just a scientific breakthrough. It’s a creative one. And it’s a challenge to every brand still thinking inside the box of human convention.

For the past two decades, the narrative around the skilled trades has centered on a looming labor shortage. Fewer young workers entering. Aging talent exiting. A shrinking pipeline with no immediate solution. But I predict that narrative is about to change—and fast.

In today's rapidly shifting marketing landscape, one question seems to echo louder than ever: Is there still a place for agencies in a world increasingly driven by automation and in-housing? At a recent gathering of agency leaders, this poignant question was at the heart of our discussions.