Former Mediahub CEO John Moore and former BMW CMO Trudy Hardy on how clients and agencies can work better together, including why CMOs should take some control back from their procurement departments. Hardy and Moore, now both with marketing and agency consultancy Harmonium also weigh in on the Omnicom-IPG merger and share their perspective on what agencies can deliver to clients when it comes to AI.

In today's fragmented sports and entertainment economy, brands face unprecedented competition for cultural relevance and authentic fan connection. In this episode, Lou Kovacs, President of Marketing, North America at Octagon, shares how the agency's insight-powered creative approach helps brands break through, shape culture, and unlock new markets around the world.

Lou dives into Octagon's evolution as a creative powerhouse, spotlighting how the agency's integrated Creative, Digital, and Branded Content teams work together to deliver ideas rooted in fan behavior. He also highlights Octagon's industry-leading momentum, including recent recognition from Cannes Lions, Sports Business Journal and The Clios, showcasing how creativity has become a core driver of value in sponsorship and brand storytelling.

The Custom Marketer's Brief episode features a look at Nutrafol's first-ever sports partnership, a category-first campaign with MLB, and a breakthrough example of how Octagon blends creative concepting with high-stakes strategic negotiation.

We also explore the agency's influential role in the rise of women's sports.from creative programs like Delta's "Power Forward" docu-series in partnership with the WNBA, to major sponsorships for brands including NYX and Mastercard, as well as the agency's representation of iconic athletes and personalities such as Simone Biles, Trinity Rodman, Aly Raisman, Hannah Storm, among many others.

For marketers seeking to stay ahead of culture, fandom, and global market opportunity as we prepare for 2026, tune into this episode for a fresh, creative point of view that is redefining what brand impact looks like today.

Susan Coghill, who has been overseeing Australia's tourism marketing since 2019, on how the Come and Say G'day campaign localizes is marketing for the U.S., U.K., China and other countries, including by using local talent. She also updates us on broader tourism trends and how her organization views more people using AI to make travel plans. Plus, how Australia is leveraging wildlife conservationist and "Dancing with the Stars" star Robert Irwin.