What's the biggest shift in marketing since the internet? It might not be what you think.

In this episode of Agency Download, "The Biggest Shift in Marketing Since the Internet," Roberto Alcazar and I explore how the traditional boundaries between creative, media, and technology are disappearing. We talk about what this means for agencies, brands, and the teams trying to keep pace with a rapidly changing industry.

Roberto shares his journey from traditional agencies in Spain to leading One Horizon, where he's helping build a more connected approach to marketing. We dive into how technology is reshaping creative workflows, why speed and adaptability matter more than ever, and how brands can stay relevant without losing what makes them authentic.

In this episode:

• Why the divide between creative and media is disappearing
• How technology is changing creative production and marketing workflows
• The shift from campaign thinking to always-on creative systems
• Why human creativity still matters more than ever
• How One Horizon is bringing creative, media, data, and technology together
• The growing importance of personalization and audience insights
• How brands can stay culturally relevant in a fast-changing media landscape
• The opportunities and challenges that come with AI and synthetic casting
• Why independent agencies have an advantage when it comes to innovation
• The value of testing, learning, and adapting quickly
• How to balance short-term performance with long-term brand growth
• What marketers need to succeed as the industry continues to evolve

Connect with the Host: James Williams

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Connect with the Guest: Roberto Alcazar

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