Thinking
136 articles on creativity, AI, talent, and the agency model.
The agency modelAdland isn’t dying. But we do need to have a few uncomfortable conversations…Jon Williams, October 2026
Culture and advertisingThere’s more to football than the shirtJon Williams, October 2026
AI and creativityThe inspiration right under our nosesAimée Luther, August 2026
AI and creativityWinning Fandom in the Agentic Era and Why AI Has Changed Sports Marketing ForeverJon Williams, August 2026
AI and creativityBeing Found Is The Easy BitFreedom Works, August 2026
AI and creativityThe Generative Moment of Truth: Why Brands Risk Being 'Forgotten'Freedom Works, June 2026
AI and creativityAre you asking the right questions about agentic AI?Jon Williams, June 2026
AI and creativityWhat Geese can teach us about AIFreedom Works, June 2026
Talent and workWe built an agency without offices. Then The Sunday Times told us we’d got it right.Freedom Works, May 2026
The agency modelIs AI the end of production, or a new beginning?Jon Williams, April 2026
The agency modelIntroducing ‘WhatStrat’. Senior strategic thinking in your pocketJon Williams, April 2026
AI and creativityIn the agentic era, travel businesses must sell brand, not destinationJon Williams, March 2026
Talent and workFrom “negative trust equity” to strategic partnerFreedom Works, February 2026
Culture and advertisingGrab your popcorn, The Super Bowl is here!Jon Williams, February 2026
The agency modelAgentic AI, the client-agency relationship and what it means for ProcurementJon Williams, January 2026
AI and creativityQ4’s Bellwether Report May Offer Glimmer of Hope Despite Spending FlatliningFreedom Works, January 2026
Culture and advertisingWhy brands are spending more on A-list celebrities than ever before?Freedom Works, January 2026
AI and creativityShould the marketing industry be doing more to support leaders navigate seasonal overwhelm?Freedom Works, December 2025
Talent and workRound Two of Christmas Ads Has Just LandedJon Williams, December 2025
AI and creativityIt’s beginning to feel a bit like ChristmasJon Williams, November 2025
The agency modelCreativity’s changing shape. Again.Freedom Works, October 2025
AI and creativityThe Liberty Guild Adapts to AI RevolutionFreedom Works, October 2025
AI and creativityAI won’t steal our jobs, but augmented creatives who can use it natively will.Freedom Works, October 2025
AI and creativityThe synthetic scroll has arrived with Meta’s Vibes and OpenAI’s Sora - marketers are watching nervouslyFreedom Works, October 2025
The agency modelWhy do Independent Creatives Need A Voice In Government?Freedom Works, October 2025
AI and creativityEmbracing AI Artists will make jobs for peopleJon Williams, October 2025
AI and creativityAdvertising freelancers need a champion. And fastJon Williams, September 2025
AI and creativityAffordable Flights Fuel Adventure in Wizz Air’s AI FilmJon Williams, September 2025
AI and creativity10 Questions on Advertising... with The Liberty Guild CEO Jon WilliamsFreedom Works, August 2025
AI and creativityBeach Reads (8) - Verified and terrified. In a post-truth world, what must you lose to gain trust?Freedom Works, August 2025
Culture and advertisingBeach Reads (7) - The End of Mass Persuasion: Marketing in Micro-Realities.Freedom Works, August 2025
AI and creativityBeach Reads (6) - Free Ain’t Cheap: The Heist to Steal Back Brand Value.Freedom Works, August 2025
Culture and advertisingFor 50 years, Brompton folded. Now we’ve helped them unfold a whole new story.Freedom Works, August 2025
AI and creativityBeach Reads (5) - The Cult of the Rewatch: Why Nostalgia Is Eating Innovation.Freedom Works, July 2025
AI and creativityBeach Reads (4) - The Exodus Economy: When Your Customers Are Everywhere and NowhereFreedom Works, July 2025
AI and creativityBeach Reads (3) - DIY Strategist: How AI Turned Every CMO into a PlannerFreedom Works, July 2025
Talent and workOzempic Is The Death Knell For Traditional Marketing NudgesJon Williams, July 2025
AI and creativityBeach Reads (2) - The Ozempic Effect: Appetite, Attention, and the Shrinking Desire for MoreFreedom Works, July 2025
AI and creativityBeach Reads (1) - Your Customer Has Left the Chat: Welcome to the Age of Autonomous AgentsFreedom Works, July 2025
Culture and advertisingIntroducing Beach Reads 2025Freedom Works, July 2025
PurposeHot off the Press - We’ve just had our B Corp accreditation renewed!Freedom Works, June 2025
AI and creativityThe balance of volume and value in marketingFreedom Works, May 2025
Culture and advertisingJon @ APA UnpluggedFreedom Works, May 2025
The agency modelLet us be the compass through the chaosFreedom Works, April 2025
Culture and advertisingKFC ‘Believe’ campaign refused to conform. And now we’re all in a chicken cultFreedom Works, March 2025
The agency model'Advertising’s at a crossroadsFreedom Works, March 2025
Talent and workSupporting women through the messy middle of their careersFreedom Works, March 2025
Talent and workBrompton appoints The Liberty Guild to global creative accountJon Williams, March 2025
AI and creativityCan talented new minds fix a broken ad industry?Freedom Works, February 2025
The agency modelWhy charging by the hour makes a mockery of creativityFreedom Works, January 2025
Talent and workAnnouncing our game-changing joint venture with D&AD ShiftFreedom Works, December 2024
Talent and workWhy the industry needs to start trusting freelancers and treating them with respectFreedom Works, December 2024
AI and creativityStop Dipping a Toe in AI. It’s Time to Dive In.Freedom Works, November 2024
PurposeTo B or not to B (Corp)? That is the question.Freedom Works, November 2024
Talent and workDo brands still treat the Menopause as a marketing moment?Freedom Works, October 2024
PurposePitch Positive PledgeFreedom Works, October 2024
AI and creativityAre brands still treating ‘real people’ as a marketing gimmick and should they be braver in embracing the messy reality of consumers' lives?Freedom Works, July 2024
Culture and advertisingWFA Framework for Positive Marketing BehavioursFreedom Works, May 2024
The agency modelThe Freelancer Pay Model Is Outdated – Is This The Alternative?Freedom Works, April 2024
The agency modelThe Future Of Adland’s WorkforceFreedom Works, April 2024
Culture and advertisingPodcast: How To Be Kind At Work, Even When You’re Under PressureAimée Luther, April 2024
AI and creativityUsing AI To Write Better BriefsFreedom Works, April 2024
AI and creativityAre Leaders Underestimating The Impact Of Generative AI?Freedom Works, February 2024
AI and creativityCreative Briefing - Using AI To Stoke EIFreedom Works, February 2024
AI and creativityHow The Liberty Guild Distilled Down the Essence of loveholidays' Unique OfferingFreedom Works, February 2024
Culture and advertisingGiant Hands Make the Perfect Holiday in loveholidays CampaignFreedom Works, February 2024
Culture and advertisingloveholidays Embarks On First Nationwide Ad PushFreedom Works, February 2024
The agency modelA Distributed Workforce Will Be The Saviour Of AdvertisingFreedom Works, January 2024
The agency modelCharging For Ideas: Man Hours vs Machine HoursFreedom Works, January 2024
The agency modelThere’s A Talent Shortage. Freelancers Are Your Friends, Not FoesFreedom Works, January 2024
The agency modelLiberate Your Creativity Before The Machines Do It To YouFreedom Works, January 2024
Culture and advertisingIstanbul-ish BehaviourFreedom Works, January 2024
The agency modelOpinion: Why Procurement Should Be Looking For Agencies With Distributed WorkforcesFreedom Works, November 2023
Talent and work‘Shift Happens’ Webinar - Myths v RealityFreedom Works, November 2023
AI and creativityAI In Advertising - What Gen Zers And Others Are SayingJon Williams, October 2023
Talent and workA Return to Long-Term Thinking? Reaction to the IPA Bellwether Report for Q3 2023Freedom Works, October 2023
AI and creativityEquilibrium In Advertising: Balance In A World Of ExtremesFreedom Works, October 2023
Talent and work5 Minutes With… Aimee LutherFreedom Works, October 2023
PurposeLessons On Leadership Learnt From Being A TrusteeFreedom Works, September 2023
AI and creativityMarketers Can Balance Risk Aversion and Innovation When Adopting AI by Following These StrategiesFreedom Works, July 2023
Talent and workThe Liberty Guild Shortlisted At The Marketing Week AwardsFreedom Works, July 2023
The agency modelHow Generative AI Hallucinations Can Benefit BrandsFreedom Works, June 2023
The agency modelAI Is The New IncunabularFreedom Works, May 2023
Talent and workThe Liberty Guild Adds Wizz Air’s Global Advertising Account to RosterJon Williams, May 2023
Culture and advertisingWhy Do So Few Creatives Become CEO?Freedom Works, May 2023
AI and creativityBeyond ChatGPT: What’s next for AI and the marketing industry?Freedom Works, May 2023
The agency model‘A hard business’: UK’s Illustrious Ad Industry Tainted By Burnout And InequalityFreedom Works, April 2023
The agency modelAI Is Currently At Junior Art Director Level, But It Will Be The Boss One DayFreedom Works, April 2023
The agency modelWhy I Hired A Prompt Engineer To Work With Generative AIFreedom Works, April 2023
The agency modelBringing Back the JoyFreedom Works, March 2023
PurposeGo Hug Yourself? Go. What. Myself…?Freedom Works, March 2023
Talent and workWork Hard And Be KindFreedom Works, March 2023
Talent and workInternational Women’s DayFreedom Works, March 2023
The agency modelAdvertising’s Missing Middle Will Haunt The Industry This YearFreedom Works, January 2023
The agency modelStuck In The ’50s: The Broken Model Of The Traditional AD AgenciesFreedom Works, January 2023
The agency modelBritish Industry Responds with Cautious Positivity to Q4 IPA Bellwether ReportJon Williams, January 2023
Talent and workThe Circle of IceFreedom Works, January 2023
Talent and workNot Just Any Christmas Party Food! | Christmas 2022 | M&S FOODFreedom Works, December 2022
The agency modelWhy Cop27 Should Be A Reminder That Businesses Need To Put Their Foot On The Accelerator In Their Bid To Help Save The World…Freedom Works, November 2022
PurposeWhat’s The Point In Making Profit If We Won’t Have A Planet?Freedom Works, November 2022
The agency modelFrom Value To Values – Welcoming The New Era Of IntegrityFreedom Works, October 2022
Talent and workAimee Luther On Having The Freedom To Be Yourself | #GettingToKnowFreedom Works, October 2022
The agency modelIdeas Not HoursFreedom Works, September 2022
PurposeWe Became A B CorpFreedom Works, September 2022
Talent and workProduction Line: Lins Karnes on Fostering a Culture of What Is Right for the BriefFreedom Works, August 2022
Talent and workWFA Spotlight: The Rise of Freelance TalentFreedom Works, July 2022
Talent and workBusiness Owners Want Staff Back in the Office, But Why Would Workers Show Up?Freedom Works, June 2022
Culture and advertisingDitch The ScriptFreedom Works, April 2022
The agency modelProcurement People Are Your Friends, Not The EnemyFreedom Works, April 2022
Talent and workIt’s Not Agency Culture, It’s 'Kool-Aid'Freedom Works, January 2022
The agency modelDo You Really Think Charging For Ideas By The Hour WorksFreedom Works, January 2022
The agency modelCan Agencies Pick Up More Business With A Changed Approach To Procurement Teams?Freedom Works, December 2021
The agency modelWhat Advertising Gets Wrong About ProcurementFreedom Works, December 2021
The agency modelGRAND PRIX - The Drum Awards for Agency BusinessFreedom Works, September 2021
The agency modelWe Need To Find A Better Way To Buy And Sell Creative…Freedom Works, September 2021
The agency modelAs people return to the office, have we missed a chance to become more diverse?Freedom Works, September 2021
The agency modelShortlisted: Marketing Week MastersFreedom Works, August 2021
PurposeBrands Taking StandsFreedom Works, July 2021
Talent and workDon’t Wait for ChangeFreedom Works, June 2021
AI and creativityFive Minutes With… Jon WilliamsFreedom Works, June 2021
Culture and advertisingKindness, Empathy… And a Long, Hard Look at OurselvesFreedom Works, April 2021
Talent and workAdland’s Astonishing Attitude On Office Work Is More Goldman Than GoogleFreedom Works, April 2021
Culture and advertisingManagement Today: Best Use of Innovation in Business 2021Freedom Works, March 2021
Talent and workThe Shape Of Things To ComeFreedom Works, March 2021
Culture and advertisingIt Must Be Hard Selling Door To Door From Up There In Your Ivory TowerFreedom Works, March 2021
Talent and workWhy Agencies Need To Embrace The New Free LancesFreedom Works, February 2021
Talent and workI’ve Run A Remote Workforce For Four Years And This Is What I’ve LearnedFreedom Works, February 2021
The agency modelBig Agencies Need To Approach Talent DifferentlyFreedom Works, February 2021
Talent and workThe Future of TalentFreedom Works, February 2021
Talent and workThe Blood Of The WorkersFreedom Works, February 2021
The agency modelThe Evolution Of The Agency Model: Where Next?Freedom Works, February 2021
Culture and advertisingThere’s No Future In MillennialsFreedom Works, November 2020
Culture and advertisingIf You’re Not Planning For Uncertainty, Plan For RedundancyFreedom Works, November 2020
Culture and advertisingAre Brands Sleepwalking Into Recession?Freedom Works, August 2020
Culture and advertisingThe ‘All New Queue’. The Fastest Growing New Media ChannelFreedom Works, July 2020
Culture and advertisingLove Joy and Optimism — advertising reality vs desireFreedom Works, June 2020
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