Takeaways

• AI only matters if it delivers results. If it doesn’t make the work better, faster, or clearer, it won’t last.
• Attention is earned through intention. Familiarity and nostalgia help content feel meaningful and memorable. 
• Marketers want partners, not vendors. Agencies are expected to think holistically across the business and help shape strategy, not just execute.

So, what now?

Focus on creating work people actually want to spend time with. Use tech to support ideas, not replace them. Prioritize human connection and taking risks to build deeper engagement.

STRIKING STATS‍

• Creative risk aversion is widespread, only ~13 % of brands describe themselves as embracing bold, risk-taking creative, implying many are still defaulting to safe, low-impact work while audiences seek meaning (Emarketer).
• Nostalgia drives real consumer behavior, 75% of consumers are more likely to buy when ads evoke nostalgia, demonstrating the effectiveness of emotionally resonant creative (Amra & Elma).
• Most companies rely on AI for core processes, nearly 90% of marketers integrate AI into their workflows in one way or another, but strategic impact differs by use case (Loopex Digital).

LIGHTNING ROUND

• Ammunition is expanding into Europe with a new London office led by Global Chief Operating Officer + MD Renaye Edwards, featured in Adweek.
• Jackie Mauro celebrated her 3-year Ammoversary. 
• Ammunition welcomed Victoria Vasquez, Associate Creative Director, to the creative team.