The Secret Sauce

The Triangle That Changes Everything

At our recent Innovation Day masterclass, we introduced what we call "The Secret Sauce" - a framework built on the interconnected power of Innovation, Creative Media, and Creator Marketing. This isn't just theory. As the #1 Most Innovative Media Agency (RECMA) and WARC's #1 agency in the Media 100 ranking, we've proven that this triangular approach drives real results for our clients.

But why does this triangle matter? Because each element alone falls short:

Innovation without Creative Media and Creators means knowing what's next but having no authentic way to participate. Creative Media without Innovation and Creators produces great ideas in the wrong places with the wrong voices. Creators without Innovation and Creative Media gives you authentic voices with nothing strategic to say and nowhere meaningful to say it.

Reading the Cultural Signals

Our Innovation practice doesn't chase every trend - we distinguish between short-lived hypes and genuine opportunities. We look for the "sweet spot" where basic human needs meet macro-trends, avoiding the gimmicks and unfulfilled expectations that waste resources.

Consider three current phenomena that perfectly illustrate why interconnected thinking matters:

• The Classic Media Renaissance: Gen-Z is heavily invested in "nostalgic" media like vinyl records and physical books. But here's the twist - demand is driven almost entirely through digital channels and online communities. Brands that succeed here understand the "why" behind the trend (Innovation), create value in both physical and digital spaces (Creative Media), and feature authentic voices that bridge both worlds (Creators).
• The IRL Experience Boom: We're seeing record concert sales, festival explosions, and "offline adventure" trends. Yet all this demand is generated digitally, and every memory spreads socially. Success requires spotting the trend and its underlying drivers (Innovation), strategically bridging digital and physical touchpoints (Creative Media), and amplifying authentically through trusted voices (Creators).
• Commerce as Community Hunt: The hottest fashion and lifestyle pieces - from streetwear drops to Stanley Cups to collectible toys - are physical products driven by digital clout and hybrid buying experiences. Winning here means understanding the mechanics (Innovation), orchestrating and latching onto these experiences (Creative Media), and driving community momentum through the right voices (Creators).

The Power of Creative Media

Our Creative Collective represents something unique in the media agency world - over 60 diverse minds across 13 countries, bringing together designers, data analysts, planners, and strategists. We believe that truly innovative ideas are born only when different talents from different disciplines, cultures, and backgrounds collaborate.

This collective crafts impact through creative and innovative media ideas that go beyond traditional media planning. We ask: How can we use media itself creatively? How do we adapt storytelling to new media realities? The answer isn't about buying more impressions - it's about inspiring people, moving them emotionally, and differentiating brands from the competition.

Creators as Cultural Bridges

Here's a critical insight: over 80% of 16-29 year-olds follow content creators who are the key to unlocking communities. But for us, creator marketing means more than simple posts on apps - we turn creator creativity into media power.

Brands always have the strongest impact when people tell their stories. We leverage the reach and credibility of creators and influencers to authentically anchor brand messages in social media and beyond - close to the target audience, far from traditional advertising. We create genuine connections at new touchpoints, turning creators into credible multipliers who carry brand messages with heart and conviction into their communities.

The Cultural Relevance You Can't Buy

There's an uncomfortable truth every brand must face: you can't buy cultural relevance. The "Brat summer" phenomenon, for instance, became a cultural moment not because brands threw money at it, but because it authentically resonated. When brands tried to force their way in, communities saw through it immediately.

This is why interconnected thinking matters. Next-generation consumers - and really, consumers of all generations - demand authenticity. They want brands that understand what's happening in culture and on relevant touchpoints (Innovation), show up in meaningful ways across the right touchpoints (Creative Media), and speak through trusted voices that belong to their communities (Creators).

Think Inside the Triangle

Our closing message challenges conventional wisdom: Don't think outside the box - think inside the triangle. The future of marketing isn't about finding the next big thing; it's about orchestrating Innovation, Creative Media, and Creator Marketing in harmony.

When these three forces work together, magic happens. You gain unique insights that reveal new brand touchpoints and formats. You use media creatively while adapting storytelling to new realities. You execute with community focus through real ambassadors who speak with real voices and amplify them far beyond their owned social channels with efficient media placements.

That's the secret sauce. And in a world of touchpoint FOMO and fleeting trends, it's the sustainable path to building brands that matter to the next generation of consumers.