Leadership — Perspectives | Marketing, AI, and Growth

What Seventy People Knew

In 2005, Ingrid Reyes ate alone in a Bordeaux dining room and ordered most of the menu, a year before Last Holiday put almost the same scene on screen. The stranger watching her was Ferran Adrià. The Founder and CEO of Optima IQ™ on the one advantage a competitor cannot buy.

Leadership, Brand buildingIngrid ReyesAugust 20, 2026institutional knowledge, marketing leadership, CMO, agency relationships, brand equity, AI and marketing, growth strategy, Optima IQ, Ingrid Reyes

The Work No One Will Sign

For more than two decades I have sat on both sides of the review table. The most useful question I ever learned to ask was never "is this good." It was "who decided this?"

Advertising, Advertisitng Agency, AI, Brand Leadership, Leadership, Reinvention, thought leadershipIngrid ReyesAugust 6, 2026#AI, #Perspectives, #Brandstrategy, #CMO, #growthmarketing, #Brand, #ingridreyes, #aritificialintelligenceComment

Your Brand Not Only Has a New Narrator. Now It Has an Opinion.

Last month the machine learned to describe your brand. Now it has started to recommend, choosing one name and quietly passing over the rest. The shortlist has a new author. Here is how it decides, and why authority, not volume, earns its trust.

Advertising, Advertisitng Agency, AI, Brand Leadership, Growth, Leadership, thought leadershipIngrid ReyesJuly 22, 2026#Brandstrategy, #AI, #culturalintelligence, #growthmarketing, #CMO, #brandstrategy, #Perspectives, #mediabuying, #Brand, #leadership

The Agent Will Buy the Media. It Cannot Buy the Judgment.

There was a week in June when the machines quietly took the wheel. If the agent can buy the media, what are we paying humans to do? A case for judgment as the last advantage the machine cannot manufacture.

Advertising, Advertisitng Agency, AI, Brand Leadership, Growth, LeadershipIngrid ReyesJuly 9, 2026#Brandstrategy, #AI, #CMO, #Brand, #adagency, #mediabuying, #growthmarketing

Your Brand Has a New Narrator

For twenty years we optimized to be found. Now artificial intelligence decides how we are described, to buyers we will never meet.

Advertising, Advertisitng Agency, AI, Brand Leadership, Growth, Leadership, Reinvention, thought leadershipIngrid ReyesJune 29, 2026#AI, #CMO, #Brandstrategy, #growthmarketing, #Brand

Creator Is a Decision, Not a Title

Two people did the same job today. One built with AI, one waited, and you pay them the same. The most expensive line on your books shows up on no dashboard. Consumer or creator is a decision, not a title.

Advertising, AI, Brand Leadership, Growth, Leadership, Reinvention, thought leadershipIngrid ReyesJune 25, 2026#Brandstrategy, #AI, #CMO, #growthmarketing, #Perspectives, #brand, #brandstrategy, #leadership

The Quiet Revolution. Why AI Won’t Replace Great Advertising. It Will Expose It.

AI will not replace great advertising. It is about to make the difference between great work and forgettable work impossible to hide. A founder's view on why culture, discernment, and craft matter more in the age of intelligent tools, not less.

Judgment Is the Product

AI optimizes the outcome. Judgment is made in the journey to it. So what happens to judgment when AI automates the journey?

Brand Leadership, AI, LeadershipIngrid ReyesJune 11, 2026#brandstrategy, #leadership, #CMO

Perspectives

Over two decades inside the boardrooms where brands get made, and unmade, have given me a particular point of view: what actually works, what is wildly overrated, and what is coming next before most people see it.