OMG unveils the fourth volume of Transformational Ideas, a guidebook for marketers navigating a rapidly evolving media and technology landscape. Building on insights from the first half of 2025, this latest edition explores how artificial intelligence, cultural transformation, and creative collaboration are reshaping the way brands connect, engage, and grow.
As with previous volumes, Transformational Ideas is an invitation and a toolkit for transformation. Each article distills the expertise of OMG’s global strategists into frameworks and provocations that help brands move from inspiration to action.
Across four core themes — Technological Revolution, Content Evolved, Connected Commerce, and People at Play — Volume 4 examines the most pressing transformations defining marketing in 2025 and beyond.
Technological Revolution
Technology is constantly reshaping society, culture, and brands. This section examines how marketers can transition from merely experimenting with AI to fully integrating it into their strategies. It highlights the evolving role of strategists, the emergence of invisible interfaces, and the impact of AI-assisted travel. The focus is on designing for a future where intelligence itself serves as the interface.
Featuring contributions from Mark Holden (PHD), Kristin Reagan (Annalect), Phil Rowley (OMG), and a special perspective from La Maison Media on the resilience of human creativity amid the AI revolution.
Content Evolved
Creativity, data, and culture are converging. Chrissie Hanson (OMD) distills lessons from Cannes on integrating rigor, analytics, and imagination to elevate content strategy. At the same time, Chris Stephenson’s (OMG) Creator Playbook outlines six practical models for brand–creator collaboration — from licensed ads to co-created products — in an economy projected to exceed $1.4 trillion by 2034.
Together, these insights help marketers harness cultural fluency and creator partnerships for authentic growth.
Connected Commerce
Retail marketing is undergoing a Copernican shift. Isobel Abusin (Flywheel) identifies four critical trends reshaping the future of commerce — from social-first discovery to AI-driven personalization — while Phillip Osgood (OMD) urges CMOs to look beyond fragmented retail media metrics toward unified, outcome-focused measurement models.
These articles map the new realities of commerce in a world where data, platforms, and consumers are more interconnected than ever.
People at Play
From live shopping to esports, fandoms to festivals, the concept of “live” has expanded into a fluid, multi-screen ecosystem. Joanna O’Connell (OMG) explores how brands can thrive across this evolving Live landscape, while Hanna Lubin (PHD) demonstrates how combining OMG’s cultural intelligence platform Q™ with Reddit data can pinpoint the “fan zones” where brands can most authentically connect.
Together, they reveal how participation, community, and cultural resonance are redefining engagement in the Experience Age.
Postscript: The New Codes of Effectiveness
Rohan Tambyrajah (PHD) closes the volume by reframing how we measure brand growth. In an era where success depends on orchestrating many small interactions into coherent experiences, he defines the new codes of effectiveness — integrating creativity, media, and measurement to drive sustainable outcomes.
A Toolkit for Transformation
Featuring thought leadership from across OMG’s global network — including PHD, OMD, Annalect, and Flywheel — Transformational Ideas Volume 4 underscores OMG’s commitment to empowering brands to innovate boldly and transform experiences at every touchpoint.
Discover the ideas shaping marketing’s next chapter.