What does it really mean to be a brand strategist today, at a moment when marketing, business, culture and technology are all shifting at once?
Head of Strategy Sam Hollis recently joined Sam Anderson on The Drum Podcast to talk about the evolving role of brand agencies.
In the conversation, Sam Hollis explores:
- Why brand agencies sit upstream of culture, building brands that are designed to last, not just capture the moment.
- How AI presents opportunities far beyond efficiency, unlocking new ways of thinking about brands as behavioural systems rather than static identities.
- The growing risk of homogenisation, and why taste, judgement, character and human imperfection matter more than ever.
- Why the future of branding is as much about anthropology and behaviour change as it is about design or communications.
Taken together, these themes point to a shift in where brand agencies create value. As Sam puts it:
"It’s probably one of the most exciting times to be in the industry. The value isn’t just in making things anymore, it’s in helping people understand what to do with all this change, and how to move forward with clarity.”
Listen to the full episode via The Drum or Apple Podcasts.
