DCA

Unilever's massive social pivot is no surprise - 20x more influencers and social spend jumping from 30% to 50% confirms what we've been seeing at DCA. The FMCG giant is simply making explicit what's been brewing across the industry: social has been chronically underfunded relative to its impact. We're witnessing this firsthand through increased briefs for social specialists - the only segment of the agency landscape consistently securing retainers due to the always-on demands of platform management. Fernandez's vision of hyper-local influence (wanting "at least one influencer in each of India's 19,000 zip codes") is ambitious. It's a fundamental recognition that scaled authenticity matters more than corporate messaging. The most telling line from Unilever's CEO: "Creating marketing activity systems where others can speak for your brand at scale is incredibly important. Influencers, celebrities, TikTokers – these are the voices that matter." For brands looking to level up their social game, the choice is increasingly clear: pure-play social specialists outperform generalists every time. They understand and can react to micro trends, the texture of the algorithm, and the nuance of each platform's culture. If you're a brand seeking specialist social talent or a social agency wanting to raise your profile, my DMs are open. The tide is turning, and it's turning decidedly social.

The marketing world's obsession with "performance" has created a linguistic trap where brand building sounds like the lazy option. While we preach the 60:40 rule, the reality is marketers are running at 31:68 – pouring resources into tactics that light up dashboards but build little lasting value. As Les Binet puts it, we've let performance marketing "do a very good job of selling itself. Too good." The real challenge isn't choosing between brand and performance – it's integrating them and explaining their combined value to CFOs who've spent 11 straight quarters tightening budgets. Our latest piece explores how the marketing majority can escape this false dichotomy through better measurement, smart channel mixes, and clearer communication between marketing and finance. Check out our latest piece "The Performance Treadmill" in the comments. Natasha Randhawa Hannah Jones-Walters

Finally, some much needed scrutiny of intermediary practices. The position VoxComm and the likes of the IPA feels like progress, but I can’t help but question; Why has it taken so long? After decades of these practices shaping our industry, it's taken the emergence of new models to finally prompt a formal examination of how they impact fair competition. The traditional intermediary system evolved to favor agencies that could absorb substantial fees. Networks thrived not because they were always the best solution, but because they mastered the art of omnipresence - dominating industry press, awards circuits, and every platform that could amplify their voice. For too long, certain intermediaries have operated as gatekeepers and value extractors rather than value creators. And so it’s about time we had new thinking on how brands and agencies connect. Transparency and fair access aren't just ideals - they're practical necessities for an industry that needs to direct marketing spend where it will generate the best results. That's why DCA exists: to champion transparent, merit-based connections between brands and independent agencies - exactly what our industry needs now more than ever. The playing field has never been level for independent agencies. Creating genuine opportunity isn't just about pitch access - it's about enabling outstanding agencies to compete based on their capabilities, not their ability to absorb costs. This conversation adds momentum to the case for working with independents. But momentum alone isn't enough - we need action. It's time for independents to claim their rightful share of voice, opportunities, and marketing investment. That's how we build a stronger industry for everyone.

102 ads. 51 minutes. $714 million dollars. "The Super Bowl industrial media complex" (h/t Nilesh Ashra) is a system that justifies its existence through circular logic and celebrates attention at any cost. Very much a grumpy take in this week's DCA newsletter... - When 102 brands fight for attention in less time than an episode of The Traitors, even remarkable work gets lost. It's like hiring a celebrity to be your wingman at the world's most expensive party. - This celebration of marketing excess reveals an uncomfortable truth: the industry remains mesmerised by scale without impact, reach without resonance. - Meanwhile, away from the spotlight, smart marketers are writing a different story. Geeta's has just become the fastest-growing mainstream Indian ambient brand. Their investment? ￡1.5m - what you'd pay for 7 seconds of Super Bowl airtime. Link in comments.

"The marketing industry loves a billion-dollar case study. But what about the rest of us?" DCA is a marketing intelligence service that helps marketers make better decisions through high-quality, practitioner-led research. Through deep dives, trend analysis and industry insights, we're creating practical guidance that cuts through the noise. Today we're publishing our first deep dive. It's the result of three months of fascinating conversations with marketers who are succeeding at brand building without the resources of global giants. What we uncovered was surprising. Mid-market brands aren't just adapting enterprise-level strategies – they're writing their own playbook. One that delivers real impact while acknowledging real-world constraints. It's a fresh look at brand building for the marketing majority, packed with practical guidance from those who've cracked the code. Drop a comment below to receive the complete deep dive.

The era of big agencies is over. Most clients don't need global networks, complex structures, or layers of account management. They need expertise, focus, and hands-on senior talent. They need independent agencies who know exactly what they're about. That's why today we're launching DCA - a new kind of marketing intelligence service and pitch consultancy. We exist to help marketers navigate an increasingly complex landscape and connect them with independent agencies who can truly serve their needs. Because the vast majority of clients are better served by independents, who offer deeper expertise, more senior involvement, and consistently stronger creative solutions. But the traditional system makes it unnecessarily difficult for these exceptional agencies to build visibility with potential clients. DCA is changing that. If you're a marketer looking to find a new agency partner, or an independent shop seeking to attract and win the right clients, let's talk. Comment/DM/subscribe if you'd like to learn more.? Will Sansom Alicia Iveson Charlotte Williams Dan Southern Harpreet Chohan-Basra Jo Royce Marisa Thomas Dominic Hoskins Nicolas Roope Simon Harle Sukh Sadhra Johnny Kay Karl Marsden Tamryn Kerr Marc Allenby Hijinks Defiant Will Poskett eight&four Alex Engert Southpaw Claire Lambell Laura Wood The Or Paulo Salomao Warm Street Theo Gentilli Ben Collins Patrick Lambert James Coy Meghan Tuckniss JOAN Creative Tom Ghiden Kirsty Hathaway Frank Moran The Kite Factory Emily Underhill Who Wot Why London Charles Faircloth