ICYMI: 5 must-reads for modernizing the marketing playbook

Across five new premium features on The Drum this month, we’ve been working with brands to rethink what counts as premium attention, creative craft and cultural timing – and questioning whether the industry’s go-to frameworks are still fit for purpose.

This month, the recurring theme is challenging the traditional marketing playbook. From flipping forgotten channels into front-runners, to redefining creativity in an AI age, to calling time on the performance-privacy trade-off – these five stories say something about where marketing’s really heading.

1. Attention is up in the air

In-flight advertising is shaking off its legacy image and emerging as one of the most compelling – and underused – tools in the modern marketer’s playbook. And it’s not just for big brands with big budgets. Turns out, 35,000 feet above ground is one of the few places audiences aren’t swiping past your ads.

“In-flight is where the attention economy flips,” says Chris Demange, vice-president at Viasat Ads. “Passengers aren’t distracted. They’re actually looking to be entertained, informed – and connected… These aren’t just ads; they’re part of an intentional, high-impact customer journey.”

2. It’s time for the ninth P of marketing

Marketing’s favorite framework (the 4 Ps) has had more remixes than a ‘90s club anthem. From Product, Price, Place and Promotion, then came People, Processes, Packaging and Physical Evidence, then Performance. Now, it’s time for the real chart topper.

“Today, we need new principles for data minimization, informed consent and respect for digital privacy,” says Adelina Peltea, chief marketing officer, Usercentrics. “Brands don’t win because they shout the loudest, they win because they build the most trusted customer journey.”

3. AI isn’t the enemy of creativity

From how ideas are born to how campaigns are delivered, AI is upending creative production. It’s no longer a question of if AI belongs in the industry, but how brands can use it to elevate, not erode, storytelling.

“Audiences aren’t focused on how content is created. They care about the stories we tell,” says Drew Weigel, vice-president, head of innovation at Shutterstock Studios. “Blending tech is the game-changer. Hybrid workflows powered by AI and virtual production give brands the flexibility to scale fast.”

4. Timing is everything

From viral celebrations to unexpected upsets, live sporting moments unite audiences like nothing else. In a fragmented media landscape, these events offer rare, undivided attention, emotionally charged engagement – and up to 3x higher brand performance.

“Think of sports as a timeline of moments – tentpole, micro, milestone. Every one of them is an opportunity. But brands don’t need to buy the whole timeline anymore. With data and tech, they can pick their moments and own them,” says Ralf Ollig, vice-president of product, Sportradar ad:s.

5. Media meets meaning

With limited leisure time, audiences are curating content that earns their attention versus interrupts it. Amazon Ads calls these emotionally charged, intent-filled ‘quality time’ moments the new frontier of media planning. The question isn’t if brands should show up in these moments – but how to make them count.

“When brands enter the space thoughtfully, they become part of the cultural conversation, not an interruption to it,” says Dan Clancy, CEO, Twitch.

And for more expert intelligence on solving the toughest marketing challenges, check out The Drum’s Partner Insights here.