The move from liminal to bold: how to hold your creative nerve and transform marketing in 2027
A thesis for marketing leaders planning 2027: where AI can lead brand growth and impact
This paper asks a crucial question of your 2027 strategy (and of your 2027 budget): ‘is your creative marketing as bold and brave as it possibly can be, or are you wasting time, budget, and resource in reworking ideas that inevitably fall at the final, legal hurdle?’
The back-and-forth has been a drain on the industry for too long. Not only that, but it’s an avoidable problem – it happens because the creative process is too linear and exists in the wrong order. We need a fundamental reconstruction of the campaign playbook.
Yes, AI is at the heart of it. BUT, AI that’s put in place appropriately and smartly.
Drawing on research from BCG, Gartner, Forrester and MIT Sloan Management Review, alongside interviews with marketing leaders across regulated global brands, this paper explores the factors that are robbing budget and time, and undermining creative brilliance.
It looks at how AI must enable brand and legal guardrails to be upheld consistently through the whole marketing process, not just at the final hurdle. Most importantly, it demonstrates how reinventing the model for how legal and marketing work together means everyone wins – especially the brand and what it can achieve with its budget.
This paper will empower you to know where the market is now, and show you where you should be by the end of 2027.
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