Hey, everyone going to do a little three-part video series on TikTok, this being part one, the goal is to start a conversation around how brands can break into TikTok with a sound content strategy that doesn't completely bust their budget, which is a problem we are hearing and seeing. Time and  time again. All right.

I wanted to take some time to provide a small update on what's happening here at Overskies when it comes to AI. One thing we'll be unveiling soon are our AI principles. These are the key points that will guide the agency's adoption and use of AI. Top level? We believe that AI assists and augments, but does not replace human ability. And that it has the ability to maximize our productivity, but not at the expense of quality. In short, we believe in a responsible, human focused adoption of AI. We're also approaching AI through the lens of solving important business issues.

So, after skimming countless 2024 trend reports and actually reading a few, I took a few moments to digest it all. And I've got a few ideas about what the next year might throw our way. Some of these reports suggest we might take a small breather after all the crazy, fast paced changes we've been dealing with. Which doesn't really sound half bad, right? I mean, everyone I follow is buzzing about the two C’s, community and connection, and how to do this at scale.

Over the past 30 years or so, ad agencies have followed a hierarchical structure with distinct compartments for each role. At the heart of this structure are the creative teams, responsible for generating the 'big idea' and crafting compelling narratives, and media teams who determine the best targeting, channels, and timings for the campaign.

“Ring the bells that still can ring

Forget your perfect offering

There is a crack in everything

That's how the light gets in.”

― Leonard Cohen

In the ever-evolving landscape of marketing, finding the perfect balance between brand campaigns and performance-driven strategies is a challenge many marketers face. While the importance of both aspects is widely acknowledged, the question remains: how does a marketer navigate the transition to achieve an optimal balance?

The one thing that makes your business unique is its personal story and mission statement. This is your brand’s purpose, and it needs to be fully articulated in order to connect with like-minded consumers. Why was the brand created? What is the business’s vision for the future of the brand? How do you make your customers’ lives better, and when they buy from you, how do those purchases reflect their personalities?

A lot of people consider the job application process to be a one-way street: A prospective employee sends in their resume and attempts to impress an employer with their skills, their personality, or a combination of both. If they make a good enough impression, they get the job.

Company culture can be one of the sharpest arrows in a marketer’s quiver. It’s an extension—or perhaps the source—of your brand’s distinct point of view. It’s what makes your company unique. This is especially important in highly saturated or commodified markets, but virtually any brand can leverage its company culture to set itself apart from the herd.

What a time it is to be alive and in the marketing business, huh? With over 4 billion Internet users worldwide (over 3 billion of whom are active on social media), it’s never been easier for marketers and brand managers to reach so many potential customers so quickly.

But here’s the thing about the ubiquity of the Web and social media. Anyone with an Internet connection can say anything they want about your brand.

The question is, are you listening?