Being Seen by AI Is Not the Same as Being Chosen

Clinical trials don’t usually fail because of flawed science. They fail because the right people are never reached, never engaged, never moved to act.

We’re thrilled to announce that The Next Practice is now part of the Attivo Group, a global collective of future-facing, independent agencies reimagining the future of brand and consumer engagement.

Marketing isn’t broken. It’s just built for yesterday. In a time of tariff shocks, policy swings, and consumer whiplash, too many brands are still using marketing playbooks that weren’t designed for volatility. The question isn’t whether disruption will hit—it's whether your marketing engine is built to grow through it.

The future of marketing isn’t man vs. machine—it’s man with machine. In Part 2 of my series, I explore how marketers can thrive by pairing human insight with AI execution. This is where strategy, creativity, and technology converge to create real value. It’s time to move from automation to augmentation. From output to impact.

Centaur work is the future of creativity - what I learned at Wharton Its no secret that marketers are under pressure everyday to do more with less. That won't happen with traditional org charts or bolt-on AI tools. What’s needed now is a new model for how teams think, create, and deliver: Centaur Work — human instinct + machine intelligence. This is how top brands will win the next era of marketing.

Chris Foster, CEO of The Next Practice, introduces how Brand Generosity is reshaping the way businesses approach sustainability and growth by shifting their focus from what they can sell to what they can contribute.

A sustainability performance assessment of global leaders within the e-commerce sector. This in-depth analysis uncovers the intricate balance of financial growth and sustainability efforts of the e-commerce sector while providing insights for other sectors striving to enhance their sustainability reporting and stakeholder engagement.

Sustainability marketing is not just a strategy but a comprehensive reflection of a company’s dedication to sustainability at all operational levels. Let's discuss the essence of sustainability marketing, its fundamental differences from traditional marketing practices and its importance in today’s business landscape.

The marketing landscape is evolving rapidly. These forces are collectively transforming the way we engage with consumers, pushing the boundaries of traditional marketing practices. As we adapt to these significant shifts, it becomes crucial to explore how these trends are molding the present and foreseeable future of marketing.

This year’s Double 11 shopping festival showcased not just a surge in sales but also a leap in digital innovation, as AI, livestreaming, and social commerce platforms played pivotal roles in shaping consumer experiences and opening new avenues for growth.

In the absence of third-party cookies, the synergy between ZPD and GenAI presents a formidable solution. Brands can harness this duo to foster personalized, trust-centric, and compliant consumer engagements.

Marketing never remains static; it evolves with the world. From the impact of global ad revenue trends to the merging of physical and digital experiences, here’s a look at ten macro trends shaping the global marketing landscape:

The rapid development of GenAI has expanded the horizon of possibilities. As businesses scramble to incorporate GenAI into their core strategies, there's an emergent need to synergize machine learning with human ingenuity.

In today's ever-changing business landscape, having a clear sense of purpose is essential for companies that want to stay ahead of the curve. Purpose-driven companies had higher employee engagement, customer loyalty, and higher levels of innovation. Purpose-driven companies also had higher revenue growth, higher profit margins, and were more likely to attract and retain talent. A well-articulated and activated Purpose across the organization gives businesses a reason for being and is a powerful driver for success.

Each year, the world's leading innovators, entrepreneurs, and creatives converge in Austin, Texas for one of the most highly anticipated events of the year - SXSW. At The Next Practice, we believe in harnessing the potential energy that exists at the intersection of Purpose, Analytics, and Human Creativity. We have curated a list of seven sessions that embody the spirit of "Purpose" at this year's SXSW festival. From thought-provoking talks on emerging technologies to inspiring stories of social impact, these sessions are sure to inspire and educate

Welcome to SXSW, where the world's most innovative and creative minds gather to share their perspectives over breakfast tacos and live music. With so many events to choose from, it can be challenging to navigate. We've curated a list of the top six healthcare panels that we are excited to attend, covering everything from recruiting for clinical trials to emerging trends in the FemTech industry.

Posting thought leadership content on LinkedIn is a cost-effective way to promote your talents and establish yourself as an expert in your field. Our previous blog post details ways to optimize your LinkedIn profile for thought leadership. This one walks you through the next phase — finding your voice.

Clinical trials are a crucial step in developing and approving new medical treatments, but they can also be a major hurdle for researchers, academia, and biopharma companies. In fact, a significant number of clinical trials fail to meet their enrollment goals, leading to delays and increased costs. The impact, ultimately, hits all of us where it matters most: our collective health and well-being.

During our 2022 offsite gathering, we had the honor and privilege to partner with InternationalVolunteers in Urology (IVU). IVU promotes urologic health equity worldwide by providing urologic healthcare, education, training, and research mentorship in low-resource areas. Our time together not only allowed us to celebrate all the good from 2022 but also to serve the global community - it brought purpose forward.

With a record of driving sustainable growth across clients, agencies, and global markets, Chris Foster, Global CEO of The Next Practice, has experience operating in a volatile economic environment. We sat down with Chris to discuss how brands can leverage the growth triple play – Purpose, DataAnalytics, and Creative Solutions – to get through the recession and come out stronger.

As the countdown to Black Friday and Cyber Monday begins, we look back at Double-11 in China, the world’s largest shopping festival, and the three e-commerce trends that led the way in this year’s global shopping phenomenon.

We believe companies have the power to do good and do well and are the new driving force to help individuals, society, and the planet thrive in perpetuity.

At the height of the COVID-19 pandemic, The Next Practice team sprang into action to launch Accru iQ — a campaign to increase agility, accelerate enrollment speed, leverage automation and diversify patient pools in clinical trials.

“Unrealistic” timelines can actually work. Here’s how the Next Practice tackles fast-tracking innovation.

The Next Practice has partnered with purpose-driven brand design and digital marketing agency, Matchfire, to launch a full-service brand purpose offering that helps corporate, nonprofit and startup clients inspire change through data analytics, consulting, marketing, digital, communications, gaming and media.

The Next Practice launched Next Content Labs to develop strategic, short-form content solutions and quick-turn videos for businesses, non-profits, healthcare systems and individuals to help clients across Next Practices Group stand out from the pack. Emmy award-winning producer, Chris Martin, will provide expert direction as Next Content Labs’ Founder and President.

Recent years have seen LinkedIn evolve from a virtual job board and recruitment tool to a platform for sharing thought leadership content. Thus, the goal of creating a LinkedIn account has shifted from simply finding a job or job candidate to becoming a top voice in your industry. Establishing yourself as a thought leader may sound like a big undertaking but starting on that path consists of taking just a few small steps. Below are five easy ways you can start to unlock your LinkedIn profile.