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  • The Activation Reset: Why Platform Performance Isn't Enough

    Why good looking dashboards don’t always equal real growth. A perspective on why brands need to move beyond platform reported performance, and how a proof led approach to activation, measurement and behavioural planning can drive more meaningful outcomes.
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  • CTV Isn't a Channel Anymore. It's a System.

    Why treating CTV as a single channel is holding brands back. A perspective on why Connected TV now functions as a complex ecosystem, and how a behaviour-first approach to planning, measurement and activation can unlock better reach, outcomes and learning.
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TWELVE Mail Issue 21 focuses on the CMO Barometer 2026 – and on a clear message: AI has become a key management task in marketing.
Featured

  • Westwing Drives International Expansion with Mediaplus Group

    For its international expansion, Westwing is partnering with Mediaplus International and integrating media, data, and performance into a single global strategy.
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Advertising Between Two Worlds VISUAL
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Where are the differences and where the similarities between advertising in the USA and in Europe? Stefan Schütte on patriotism, social change and the American Dream.
Sustainability VISUAL
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The past few months have shown how important sustainability has become – especially for marketers.
Social Media Responsibility VISUAL
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Social media exerts an incredibly powerful influence on us. But who is taking responsibility for the behaviour on social media?
‘Beyond Music’: When Music Meets Tech! VISUAL
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Across all borders and boundaries: Beyond Music is the answer to changed conditions in the music world and the platform that artists have been waiting for.

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