Insights From Our Leaders

#1 Francesco wonders: Are holidays the best strategy class you'll ever attend?

 

Strategy usually ends in a meeting room — but it rarely starts there.

It starts in places where people simply act like people. At an ice cream stand. In a local supermarket. At an airport where everyone suddenly becomes a different version of themselves. By a pool where a towel on a sunbed still seems to count as a valid territorial claim. (Seriously, don’t do that!) 

During your holidays, you can sometimes learn more than from any desk research report.

Because no one is “playing consumer.” No one is filling out artificial surveys with declared opinions, needs, or behavior. People hesitate, choose, complain, wait, negotiate with their kids, forget sunscreen, and buy things they would never buy at home. 

When we’re not on holiday, we look too hard with the intention of finding something clever. We search for patterns, draw models, stick post-its everywhere, and try to fit human behavior neatly into slides. But people rarely fit neatly into PowerPoints. Although — when they’re wearing flip-flops, they might become slightly easier to read… if you really pay attention.

You’re not actively looking for an insight either. You’re just trying to order a coffee at a local market stall without getting ripped off. You stand in a queue and notice who respects the rules and who thinks rules are more like decoration. You walk through a supermarket and understand more about a country in ten minutes than after reading three trend reports. 

So yes — holidays mean rest. But also: observing without judgment. Listening without a briefing. Watching without the pressure to sell something right away.

Maybe that’s a nice strategy exercise for this summer. 

5 Summer Strategy Tips

1. Go to a local supermarket 

Not just for chips, water, or “something healthy.” Look at what gets the most space, what feels premium, what people are buying, and which packaging you instantly trust.

2. Observe a queue 

At the bakery, the airport, an ice cream stand, or a museum. A line reveals almost everything: patience, status, frustration, politeness, chaos — and who thinks the rules apply to others.

3. Notice what people argue about 

Sunscreen, screen time, directions, what to eat, when to leave… Small arguments often hide big human insights wearing flip-flops.

4. Spot rituals 

The first coffee. The evening walk. The regular table. Ice cream after dinner. The towel on the same chair. Rituals are behaviors that have become habits.

5. Remember what you still recall three days later 

Not everything that grabs attention actually sticks. What stays usually has a reason.

That applies to holidays — and to campaigns too. 

 

- Francesco Caccamese, Creative Strategic Leader

 

 

#2 Nancy takes us to Venice: Three days of art, inspiration and fresh perspectives

 

There are cities that inspire. And then there is Venice.

For me, Venice has always been much more than a destination. It is a place where history, beauty and imagination coexist in perfect balance. Every narrow alley, every hidden courtyard and every reflection on the lagoon seems to invite you to slow down and look at the world differently.

This year, that feeling is amplified by the 61st International Art Exhibition of La Biennale di Venezia.

Curated by the late Koyo Kouoh under the evocative title In Minor Keys, the 2026 Biennale brings together 110 artists from around the globe around a powerful idea: art is not simply something we observe. It is something that connects, heals and transforms. Rather than following traditional themes, the exhibition unfolds like a journey through memory, spirituality, collective learning and contemplation. It reminds us that creativity is often born not from noise, but from attention, generosity and deep listening.

As professionals working in communication and creativity, there is perhaps no better reminder of why our industry exists: to create meaningful connections between people.

Day One – The Biennale

Begin where Venice itself invites you to begin: the Giardini and the Arsenale.

The national pavilions offer an extraordinary diversity of artistic voices, with a special mention for the poetic Japanese Pavilion, whose delicate installation around newborns is both moving and unforgettable.

The Arsenale, meanwhile, fully embraces Koyo Kouoh's vision, encouraging visitors to wander through immersive installations where emotion often matters more than explanation.

For lunch, escape the crowds at Osteria da Pampo, a small Venetian gem hidden in Castello.

Day Two – Masters of Silence and Identity

The San Marco Art Center hosts a remarkable retrospective celebrating the 90th birthday of Lee Ufan, one of the great figures of contemporary art and founder of the Japanese Mono-ha movement. His work reminds us that sometimes the most powerful creative gesture is knowing what not to change.

A short walk away, Lorna Simpson's "Third Person" at Punta della Dogana explores identity, memory and representation through photography, film and collage. Her work is intellectually rigorous yet deeply emotional, a combination that leaves a lasting impression.

End the day with dinner at Oliva Nera, one of Venice's finest restaurants, where the terrace is as memorable as the cuisine.

Day Three – Monumentality and Perception

The final day celebrates artists who challenge the way we perceive the human body and the world around us.

At Ca' Pesaro, Jenny Saville's monumental paintings confront beauty, vulnerability and physicality with extraordinary intensity. It is impossible to remain indifferent.

Across the city, Anish Kapoor transforms Palazzo Manfrin into an exploration of light, colour and infinite space. His monumental installations, mirrors and architectural models constantly challenge our perception, inviting visitors to lose themselves before finding a new perspective.

And because every Venetian journey deserves a quieter ending, finish with a meal at Anice Stellato on Cannaregio, where authentic Venetian cuisine offers the perfect conclusion to three unforgettable days.

More Than an Exhibition

The Venice Biennale has never simply been about contemporary art. It is about curiosity. It is about questioning our assumptions. It is about understanding that creativity grows through encounters with other cultures, other stories and other ways of seeing.

In many ways, In Minor Keys is also a beautiful reminder for all of us working in communication. In a world increasingly driven by speed, algorithms and constant stimulation, perhaps the greatest creative luxury is still the ability to pause, observe and truly listen.

And there may be no better place to remember that than Venice.

 

- Nancy Delhalle, Chief Operating Officer

 

 

#3 Gino's perfect getaway: Where Champagne teaches us to slow down

 

There are places you visit, and there are places you truly experience. Champagne unquestionably belongs to the latter. Just a few hours’ drive from Belgium, a landscape of rolling vineyards, charming villages and centuries-old cellars unfolds, where patience and craftsmanship come together in every bottle. A weekend in Champagne is therefore much more than a getaway; it is an experience that engages all the senses. 

Friday: Arriving Among the Vineyards 

As you enter the region, the scenery almost subtly changes. The rush of everyday life gives way to endless rows of vines stretching to the horizon. Especially in the evening, when the sun casts a golden glow over the chalk hills, time seems to stand still. 

The historic city of Reims is for many the perfect base. Its impressive cathedral, where French kings were crowned for centuries, rises above the city and immediately creates a sense of grandeur. Yet it is the lively terraces, refined restaurants and relaxed atmosphere that quickly make you forget you are only a few hours from home. 

Saturday: The Magic of Champagne Houses 

A visit to Champagne would not be complete without exploring its famous champagne houses. Beneath the streets of Reims and Épernay lie hundreds of kilometers of cellars carved into the chalk. Here, millions of bottles rest in silence for years, waiting for the perfect moment to be opened. 

During a guided tour, you discover the craftsmanship behind every bubble. From the first grape harvest to the careful turning of the bottles, every detail contributes to the character of the champagne. 

But the smaller, family-run houses are just as special. Away from the big names, you meet winemakers who proudly share their terroir, their history and their passion. Their stories make each tasting more personal and authentic. 

Lunch Among the Vines 

Champagne is not only known for its wines, but also for its gastronomy. Local specialties such as jambon de Reims, chaource cheese and refined regional dishes gain an extra dimension when paired with a glass of fresh brut or elegant rosé. 

Many estates offer lunches overlooking the vineyards. As a gentle breeze moves through the vines and glasses sparkle in the sunlight, you understand why this region is considered one of the world’s most beloved wine destinations. 

Sunday: Calm, Charm and Panoramic Views 

The final day is perfect for a relaxed exploration of the picturesque villages along the Route Touristique du Champagne. Places such as Hautvillers, where the legendary Dom Pérignon once worked, breathe history through every street. 

From the hills, you overlook a rolling landscape of green and gold. Here, you experience the true strength of Champagne: not luxury or prestige, but simplicity. The calm. The rhythm of nature. The dedication to quality passed down through generations. 

More Than a Glass of Champagne 

What makes a weekend in Champagne so special is that it is not just about the champagne itself. It is about the people behind the bottles, the beauty of the landscape and the feeling of stepping away from daily life. 

When you head home on Sunday evening with a few carefully selected bottles in your trunk, you take more than a souvenir with you. You carry memories of long lunches, sunsets over the vineyards and conversations that lasted just a little longer than expected. 

And perhaps that is the true luxury of Champagne: not the bubbles, but its ability to make you savor every moment. Just as a good glass of champagne should. 

Personal tips: 

Champagne Charlier & Fils 

Champagne Louis Roederer 

Champagne Doyard-Mahé 

Champagne Perrier-Jouët 

 

- Gino Baeck, Managing Director

 

 

#4 Matt asks: What if emotions matter more than keywords?

 

Context has had a renaissance since the decline of third-party cookies. Everyone has a slide on it. Most of it is fine, but shallow.

Because “context” is often treated as a content label, a taxonomy tag, a safe adjacency play. 

The bigger opportunity is emotional context.

Not what the page is about, but what state it puts people in. Not what someone is reading, but what they are likely feeling as they read it, and what that feeling does to memory, trust, and behaviour. 

This matters because emotion is not a bolt-on. It is the filter through which information becomes meaning, and meaning becomes action.

The behavioural chain worth planning against 

A simple planning model:

Context shapes emotion. Emotion shapes behaviour. 

This is not just a marketing truism. In affective computing, researchers are increasingly explicit that emotion is hard to interpret from isolated signals. The same expression can mean different things depending on the situation, the environment, the social setting, and what happened moments before. That is why “context-based emotion recognition” has become a major focus in AI research.

Advertising lives inside the same reality. 

If we want behavioural planning to mean anything, it has to mean we plan for the human moment, not just the media placement.

Emotional context is not a nice-to-have, it is an effectiveness lever

The advertising world already has evidence that the emotional experience of media can change the way ads are processed and evaluated.

Academic work has shown that context congruence and involvement can influence attitudes toward ads, clarity, and likeability. 

There is also a body of research on program-induced affect and how it can shape ad response.

Industry research has increasingly made the same point in plain English: the emotional tone of the surrounding experience changes the likelihood of impact. 

So emotional context is not a poetic idea. It is a performance variable.

When emotional context becomes a multiplier

Emotional context helps when the surrounding environment supports what the brand is trying to do.

If your campaign is built to create reassurance, you will perform better in moments where people are already leaning toward calm, reflection, or problem-solving, and worse in moments of chaos or agitation. 

If your campaign is built around excitement and momentum, it will land better in energised contexts than in tired, defensive ones.

The point is not that certain emotions are “good” and others “bad”. The point is that fit matters. 

Emotional context is a multiplier when your message aligns with the emotional weather of the moment.

When emotional context becomes a tax

The failure mode is familiar to anyone who has ever bought premium inventory and wondered why the results did not match the price.

Some contexts are so emotionally intense, or so involving, that ads become background noise or even irritants. In those moments, your ad is not competing with other ads. It is competing with the viewer’s nervous system. 

In simple terms, you can win the placement and still lose the moment.

This is why brand safety, although essential, is not the finish line. Emotional context is what turns “safe” into “effective”. 

A Mediaplus approach: context beyond keywords

In a cookieless world, contextual targeting is often positioned as a replacement for audience targeting. 

Emotional context is different. It is not a replacement. It is an upgrade to planning.

A mature behavioural approach looks like this: 

1)      Define the emotional job-to-be-done

Before we talk channels, we define what the campaign needs the audience to feel in order to act, and we do that in partnership with Behave’s Behavioural Strategy & Comms Planning approach. 

Confidence, relief, curiosity, belonging, pride, urgency, reassurance.

2) Map emotional fit, not just content categories 

We look for environments where the likely emotional state supports that job, and we avoid environments where it undermines it.

This is the difference between “contextual” and “contextual that works”. 

3) Build creative that matches the moment

• If the moment is calm, do not shout. 

• If the moment is anxious, do not overcomplicate.

• If the moment is reflective, do not go full hard-sell. 

Creative that fights the emotional context rarely wins.

4) Measure beyond clicks 

Emotional context affects memory, perception, and brand meaning. So measurement needs brand KPIs and quality signals, not just immediate response.

Why this matters more in 2026

The next wave of media surfaces, including AI assistants, will make emotional context even more central.

Because the context will no longer be just the content around the ad. It will be the user’s goal, stress level, urgency, and decision stage. 

In that world, the brands that win will be the ones that behave like helpful participants in a moment, not interrupters of attention.

So what for clients?

Context is back, but the real competitive edge is not keyword adjacency. It is emotional fit. Clients should define the emotional job-to-be-done for a campaign, plan into environments that naturally support that emotional state, and avoid contexts that tax attention or create negative spillover. Evidence from both academic research and industry work indicates that media context and affect can materially influence ad response and effectiveness, so treating emotional context as a planning lever is one of the smartest ways to improve outcomes in a privacy-first world.

 

- Matt Wilke, Head of Commercial Partnerships