The Age of "De-Bossification".

The Future Does Not Fit in the Containers of the Past

The Senior Vice President of Global Marketing Opens Up About His Professional Shift from Engineering to Marketing and Shares the Rewarding Challenges of Marketing a Disruptive Product Line

The Senior Vice President of Global Marketing Opens Up About His Professional Shift from Engineering to Marketing and Shares the Rewarding Challenges of Marketing a Disruptive Product Line

The Future Does Not Fit in the Containers of the Past. Edition 190.

“There wasn’t an event where marketers and brands could come together, and many marketers told me they didn’t feel comfortable at other events like those designed solely for brands or ad agencies. So, we decided to start one where everyone would feel at home.”

“Our humanity requires us to have bias, but it’s also our job to examine that bias and how it shows up in our behaviors and workplaces.”

“OOH is having this emerging moment and is growing phenomenally because people are really craving things that are real.”

“It’s easy to spot dysfunction inside a team when you’re sitting in the audience; throw a tough question at them, and they’re all looking at one guy before anyone answers.”

“Employers need to understand just how amazing moms really are. We can handle multiple tasks at once because we have to (especially if we have multiple children).”

“There's legitimacy to that traditional method of working, but if you want to be culturally relevant, you must move at the speed of culture.”

Welcome to Brand and Demand 3.0, a new Continuum series where we ask industry leaders to share their thoughts on cultural moments, events, trends, and ideas that matter for brands and marketers. As always, we aim to connect the dots between top-of-funnel brand awareness and day-to-day performance marketing.

We kick off this series (pun intended!) with the Super Bowl – undeniably advertising’s biggest night. With an average cost of 7 million dollars per spot and an audience of over 100 million, all eyes are on the ads, and both brands and agencies know what’s at stake.

“I think clients want integration. They don’t want to be dealing with multiple partners and have it be their responsibility to integrate all of the various parts. The more an agency can offer under one roof, the better.”

For marketers, envisioning long-term growth requires outsize steps to achieve it. In today's fast-paced landscape, short-term goals often dominate decision-making, yet Squarespace’s continued investment in high-impact brand storytelling proves the enduring value of insight-driven brand building with performance as a key underlying variable.

As we tuned in to Super Bowl LIX on February 9th, 2025, we witnessed Squarespace’s 11th big-game appearance—this time with a playful, cinematic spot featuring Barry Keoghan and an unlikely protagonist: a donkey named Don Mosley.

“We don’t need 100 AI tools. We need three tools with great interfaces on top of them. Otherwise, AI becomes a totally different programming language that I don’t want to learn.”

“AI has the potential to broaden the signals and analyze your behavior more completely to help understand where you are in that buyer journey.”

“There’s also an important perspective that comes from being on the ground and interacting with people on a daily basis. I realized that even when you have the data, anecdotal is not a bad word when the intuition driving it is based on experience.”

“Customers, too, are aware of brand values and ethical considerations. When messages are displayed in brand-safe environments, consumers are more likely to trust the brand, and such trust is essential for building long-term relationships with consumers.”

“I hope and believe that in the coming year, positive advertising that drives stories will emerge because there is a great hunger for something not divisive.”

“People invest in what they know. It’s not necessarily intentional, but people like investing in people who look like them and ideas that feel relevant to them.”

“As a brand manager, if you find a creator that aligns with who your brand is or who you want it to be, I think the next step is giving them your product and letting them use it for a few months instead of just handing them a check and jumping into a relationship. Let them become a fan.”