Welcome to the Era of Creative Activations

The media landscape is evolving fast, filled with noise, fragmentation, and a rise in independent creators who are becoming media outlets in their own right. The key to success lies in making a lasting impact through bold and memorable strategies.

From podcasts to newsletters, executives often focus on platforms with the largest reach. However, in a market crowded with voices and diverse outlets, expanding that reach and embracing niche opportunities is increasingly valuable. Starting small, then layering in bold moves that step outside the norm, can pave the way to media success.

Niche is the New Norm

Authenticity and depth matter more than ever, reaching niche audiences connects you to those most engaged with your industry and creates a springboard for future coverage. Deep, focused content—whether on podcasts, blogs, or bespoke speaking engagements—delivers the substance that highly invested audiences crave. If you're in defense tech, you’re already reading outlets like Defense One or Defense News. Potential customers are just as engaged with these niche channels as they are with mainstream giants like Wired or TechCrunch.

While niche outlets may have fewer listeners or readers, they offer unique opportunities for meaningful conversations and influence. Coverage in these outlets can also position you for future attention from larger, mainstream media, building credibility and momentum over time.

Speaking as a Launchpad

Speaking engagements have become a foundational way to showcase thought leadership to multiple audiences. But don't stop once the moment is over—turn content from these engagements into multichannel narratives that extend far beyond the stage or the slide deck.

Repurpose a keynote into a multi-part video series for your website and social channels. Follow up with a sit-down discussion with a fellow executive to explore core ideas more deeply. Today’s audiences face countless distractions and need to hear a message multiple times and in various formats—video, audio, podcasts—to fully absorb it. By extending your message across these channels, you set the stage for deeper engagement and create a cohesive experience that keeps audiences interested and eager for more.

Creative Activations Beyond the Table Stakes

Media engagement today requires more than traditional social media, content, and PR strategies. To rise above the noise, you need bold, creative activations. A great example is Workday's 'Rock Star' campaign, which humorously critiques the overuse of the term 'rock star' in corporate settings. By tapping into relatable humor, Workday not only highlighted its brand but also made a memorable impact that resonated with its audience. Just as companies are turning to headline-grabbing sponsorships—like Airwallex partnering with the McLaren Formula One team—creative stunts can help brands carve out a space in crowded conversations.

Think beyond what's expected—explore new platforms and unconventional collaborations. The goal is to capture attention in ways that align with your brand’s identity.

Don’t Just Compete—Create

This upcoming year is about taking risks and embracing creative strategies. Sponsored content, TikTok series, guerrilla marketing—anything that brings your brand to life and engages audiences. Step outside traditional boundaries—turn a product launch into an immersive experience or find ways to connect your expertise with cultural moments that matter.

Leading brands make their own noise instead of getting lost in someone else's. So, what’s your next big move?