In today’s complex B2B landscape, buying decisions are rarely made by just one stakeholder. Instead, they’re shaped by a broader group of internal influencers: “hidden buyers.” Their involvement may not be visible, but their influence can fast-track a deal — or bring it to a halt. In fact, more than 40% of B2B deals stall due to internal misalignment within buying groups.* Overlooking these voices isn’t just a miss; it’s a risk. So, how do you influence the hidden buyer? Now in its seventh year, the 2025 B2B Thought Leadership Impact Report from Edelman and LinkedIn draws insights from nearly 2,000 global…
Autor: Tomilli Team
Over the past few years, we have driven remarkable progress accelerating AI innovation together with our customers and partners. We are achieving efficiency and productivity at scale to shape industries and markets around the world. It is time to demand more of AI to solve humanity’s biggest challenges by democratizing intelligence, obsolescing the mundane and unlocking creativity. This is the notion of becoming Frontier: to empower human ambition and find AI-first differentiation in everything we do to maximize an organization’s potential and our impact on society. Microsoft’s technology portfolio ensures our customers can go further with AI on their way…
Twenty-Year Saatchi Veteran Joins Firm To Oversee Creative Business and Community Internationally Edelman has named Kate Stanners as Chief Creative Officer, International. In this newly created role, Stanners will be charged with overseeing Edelman’s creative business and community across international markets. She will partner with teams throughout the network to ensure the firm delivers industry-leading, cutting-edge creative that is impactful and drives cultural and business change. Her appointment underscores Edelman’s continued investment in creative leadership and its earned-first approach to global brand storytelling. Stanners will report to Judy John, Global Chief Creative Officer, and Ed Williams, President, International. “We are…
Celebrated for her transformative leadership and commitment to inclusion, Edwards will retire in late spring 2026, leaving a lasting legacy VML today announced that Mel Edwards, global president, will retire in late spring 2026 after more than three decades of industry leadership and 13 years of transformative impact across WPP, Wunderman, Wunderman Thompson, and VML. Mel’s decision marks the culmination of a career defined by her commitment to client success, creative excellence, and building a more inclusive industry. Most recently, Mel played a pivotal role in the integration of Wunderman Thompson and VMLY&R to create VML, shaping its connected culture, expanding…
DAVID has welcomed the arrival of a new creative leader. João Gandara has been appointed as the agency’s new executive creative director, joining the team led by chief creative officer Marie Julie Gerbauld. With more than 17 years of experience, João Gandara has built his career across creative studios, top advertising agencies – including McCann, Wunderman Thompson (now VML), and Africa – as well as in-house teams at companies such as Nubank, where he contributed to both local and global campaigns for brands like Coca-Cola, Nike, Netflix, TikTok, Sprite, and Google. Over the past four years, he was part of…
My Journey: The Humanised Trinity of Digital Leadership I was enrolled to understand the mapping of the journey towards digital excellence. My start was delayed, but I was excited nonetheless when I was offered a spot in the Digital Leadership Excellence (DLE) programme after a colleague had to pull out. I jumped at the opportunity, knowing this was the exact growth challenge I had been seeking. In fact, missing the first two months of Cohort 3 only fueled my determination to learn quickly and catch up. It did not deter my enthusiasm as I was certain I was on the…
There I was in Edinburgh, researching a book about the advertising man David Ogilvy, who went to the Fettes school, “the Eton of Scotland.” Known by Brits as Tony Blair’s school, its main building was the architectural model for Harry Potter’s Hogwarts School of Witchcraft and Witchery. J.K. Rowling lives in Edinburgh. After several days of interviews, I was ready to enroll. I soaked it up. One of the masters suggested that I return the next morning for the daily ten-minute chapel service. He didn’t have to persuade me. First, a great organ. I’m a sucker for organs. Then a hymn. The…
The 16th annual edition of dentsu Media Trends, Human Truths in the Algorithmic Era, is out today! In this strategic guide packed with actionable insights for marketers, we explore how brands can drive growth and thrive in times of guaranteed uncertainty by focusing on three human behaviors that remain constant even as technology evolves. Whether you’re planning your next campaign, rethinking your media mix, or exploring new tech, this report offers insights you need to lead with confidence. 1. We Are Simple Until We Are Complex: Search, Agents, and Commerce In a complex world, our brains are wired for simplicity. The first…
Elki Hendria: Co-Founder & Chief Strategy & Digital Officer, Moonfolks Moonfolks is an independent creative and digital agency from Indonesia, built on the belief that bold ideas and a purpose can move people and move businesses. We craft ideas that live in culture, garner attention, create impact, and spark action. Our philosophy is simple: Make Audacious Possible. How did the idea for “Life Music” come about? What issue does the campaign seek to spotlight? The idea started from a simple, universal moment; parents playing white noise to soothe their children, or adults using it to calm their minds. We…
Quods Ouaissi, Chief Creative Officer TNC, Morocco TNC is an independent creative agency based in Casablanca. The agency started with the belief that creativity is not just a commercial tool, but a cultural force that builds ideas that move people before they move metrics. The agency’s philosophy is simple: use creativity to connect, to challenge, and to change. What was the starting point for creating “Domestic May Day”? It started with anger. The kind that sits in your throat and won’t go away. When ATEC and UN Women came to us, they told us stories that hit us hard. Stories…