We built a brain (a marketing one)
Marketing Brain, American Psycho, and 2027 budgets.
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Marketing Brain, American Psycho, and 2027 budgets. ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ Newsletter · #03 In 2027, context wins. The Open I work from Bristol. By Q4, my days turn into a tunnel: campaigns, year-end reviews, deadlines, head down until Christmas. Last week I joined the team in Paris for the Paris Creator week, but mostly for our Team Marketing Day. Together, we could have locked the 2027 plan and gone home. Instead we spent the day building our Marketing Brain: everything the team knows, in one place. Tone of voice, processes, numbers, links to Sales and Product. Every page has an owner, and each of us works with an AI that draws on that shared context. It goes beyond pooling knowledge. Before, moving on anything outside my scope meant asking someone to drop their work and help me. Now everyone can tap into everyone else's skills. Yes, it's a like Neo learning kung fu in ten seconds. Every team has access to the same AI tools. In 2027, the difference will come from what you feed them. For comms, that's a real chance to get everyone aligned on the same messages. What organisational change are you planning for 2027? Hit reply and tell me. The Breakdown The Video Breakdown: ColdIQ does American Psycho ColdIQ, a B2B outbound agency, just released a video built on the codes of American Psycho. The Wall Street banker becomes a GTM engineer, the person who automates all of prospecting and who, here, thinks he's a genius. The lead is Hugo Sensée, a ColdIQ employee with a big following on TikTok for his funny videos. ▶ Watch the video (https://cz7Cz04.na1.hubspotlinks.com/Ctc/RG+113/cz7Cz04/MWS_xlL9Z0lW8sSfTc7lK2T7W5QKV2t5XgSnnN50kgN85n4LbW5BWr2F6lZ3mnW6QcdBQ90tDPdW7x_Qyf4z4n3lW3bjt6c4Fb2GyW7ZC_kj7mwzLdW6BhK7b9k1M31W1KblYy2TFcncW8dRhTw1qFPWCN1NM2LC95p1WVYcL7Q3pRZMYN6vnwrwVpZcdW7zFcYD9m0b1BW808CVZ6k5ffcW1-vbGm1kYhq3W2Ws4C_7JKwjMN6WTC3w8KDMqW5y1lft3-3-x0W3Qgxt_6p_8DkW12kq093LXx6SW3QSSt34jjK_ZW1lK_Nk2rX_xpW5r9j6Z1FqTvdN7b0slryhr5FN6YG8KshtmpYW1cLWTF1S5c7tW89Q3s523H-XmN352twvmbk-TW95mp6G8LfBfkW87P4MJ4GKDM7W52Lp-X18Vv8DW5_cctb63WdYsN2HmCLqhwrNVVcP1gP89P8CwW5Mc-4126HYsVW1dgNXC7q-GgXf4DGztP04 ) What got me is how fast it lands. Within seconds, you recognise the film's style. Late-80s corporate elite, mapped onto a 2026 job. And ColdIQ is poking fun at the very job it sells. To me, it proves a pop-culture nod always works, whether you sell software or anything else. Don't hesitate to borrow the codes of whatever your audience cares about. 1 Borrow a code your audience already knows. A cult film, a TV format, a meme. Viewers get the tone instantly, and you buy time to land your message. 2 Put a colleague with an audience in front of the camera. Hugo brings his TikTok following and his credibility. It's the same trend as in the 2027 budgets below: companies are betting on their own people as influencers. 3 Make fun of your own job. Self-deprecation about the GTM engineer's quirks makes the brand likeable and proves it knows the job from the inside. Quick Hits Pangram can now spot AI in your videos (Engadget (https://cz7Cz04.na1.hubspotlinks.com/Ctc/RG+113/cz7Cz04/MWS_xlL9Z0lW8sSfTc7lK2T7W5QKV2t5XgSnnN50kgNs5n4LbW69t95C6lZ3nhW7nh45w4XgztTW4N6hHC94Nh2vW7Cmnm47c9Y3gV52xGJ21M2QCW1sJcHV3x_ygRW3165WH5wtg-TVhW08W3zQPyCW95XXdG7Cfk2VW5KVczB341LnSW8Gp7Lx4t9tMNVbPpqG1N30jbW5Q57Qf6-f-LpW473YCt4JXSfmW5fbrfW23cVXvW6DKSTB8drH16W9jFxff8ML_MGW33JDpG1pfS3BW77hCMy86325vW5KVV637tq4cjN7mtFGpVnBLHW58SDqJ7FcMLNW8mx6R33JfrmzW4YnQbl2JPm6hN67JFn7r8TXnW7Tk3pV4C5l1jVpfBmS11d-swVFFhcp8LPldMW7G9HRT8dQgJDW8WWKN-5834JLW13xlbV7xfJsjW4TlZPJ6PsRtzW7wwFkG2sGs-jW8bC8fw6ynpxMVzVXwk6Xzt0VN6_8lrDzY16GW2W6VDW74ZwhzcH-FH04 ) ) Pangram, known for detecting AI-written text, now checks images and video too. It tells a "partially AI" clip from a fully generated one and shows a heatmap of the suspicious parts. Fun detail: their model first flagged iPhone photos as AI because of the camera's own processing. If you use AI in your videos, say so. Your audience can now check. Reddit drops its 2027 marketing calendar (Social Media Today (https://cz7Cz04.na1.hubspotlinks.com/Ctc/RG+113/cz7Cz04/MWS_xlL9Z0lW8sSfTc7lK2T7W5QKV2t5XgSnnN50kgNs5n4LbW69t95C6lZ3m_W1DN0XL5D6N2_W8k7jVs767_0xW7Gjgcy27RgctN6bPf9jsvLYfW95Qz1d2fsTvhW3tDfPk3pHFVyW9l9WS91kZ03fW2XVHL24jWm_1W5x-vvY8MC9-1W3mGCwr1_tnnbW2XNnVk6RCG-sW3wTVHj2QN09fW1d5qrL4gr0S6W1McDLb8D_t_fW17XCvZ63Kkc9W5XRY4J71dRyTVp-5yH4FDfpLW5YTlPN17jHFqW1rHGhV6cYLb2VglS084WTj1pW654FBz59lDVNW7TxyNs2pbJVmW3fZrQC5H6ws9W1xcHrx4WpkzWW53Fy6n5tYMb0W4FRlxw3rTXb0W8GflPz3lP-h3W8dZDxz6Vv8GPVCHShj5vVxbRVLZ8XB4sSlVQW2Yjzg65JZ50PVdH8bJ2XcpW6W4GRVf46VWZXtW5Qnh998sNgfQW4ghvwF7XhcHfW4m9L_N2JVXWbf1x3P0W04 ) ) The guide runs 35 pages: key dates, seasonal trends and quarter-by-quarter usage. It's very US-centric. Use it as a template for your own calendar, with the dates that matter in your market and industry. Block an hour in December to do it. 2027 budgets: the money goes to AI and to people (State of Brand (https://cz7Cz04.na1.hubspotlinks.com/Ctc/RG+113/cz7Cz04/MWS_xlL9Z0lW8sSfTc7lK2T7W5QKV2t5XgSnnN50kgMT5n4LbW50kH_H6lZ3lXW4nBC7F8y3YBdW15D28l3-gd5bMwC4JmbQ4wQW43TlJ46bY-MYW38NVy67d-hs2N1sqTRdHn2lLW2-c8K050QCVQW75vclv3j7kBHW94bnHR4BfbQrVc_FYV1d-DZxW33vbVW3HcNWHVD9XMF5fD-p6N6wcBRgD85d7W2kSgQH81Zly-W2bzJ025XG0XCW2SbJTT6GbkS4W7LkTX-8F4vdPW3m1zMX6S0flJW8vMdZB4C45T_W3jXTLT250Bp7W8RS2cp4TzXCXW55zxGk4gs1VmW17TLWD6wJm5nN2ll0_WRWQ9hW2Bk3rg1rsvsNVQ1Zhx4TBMfcW6qlhcC5GgCPRW2Q39Ks64_-38W84wtSY23ZBTFW5tr2dM2B6HTVW8XpLHS40T7ZyW5BW4K72thnJNf8N4s8004 ) ) Gartner says AI already takes 15.3% of marketing budgets, yet only 30% of CMOs think their team is ready. The share spent on staff is rising too, from 21.9% to 24.5%. On the influencer side, 85% of B2B marketers now work with influencers, up from 34% in 2020. More and more, those influencers are the company's own executives. For comms teams, that's a case for organising exec advocacy properly. And as I said above, the tool is only as good as the context and the people behind it. Reply All Over the past few weeks, we've been working hard to pool everything we know into the Marketing Brain we're building together. It's bound to change how we work as a marketing team in 2027. I'm curious to hear what's changing in yours. Question of the month what organisational change are you planning for 2027? Reply to this email → (mailto:melissa@playplay.com) See you in two weeks! in (https://cz7Cz04.na1.hubspotlinks.com/Ctc/RG+113/cz7Cz04/MWS_xlL9Z0lW8sSfTc7lK2T7W5QKV2t5XgSnnN50kgPY3pyd0W95jsWP6lZ3kQVY80R01hjcBhW7VGWvb94DyKXW6hp4yz18JKHKW4xCSMn2DSq7hW1h7qjC1v2hdTVsSMQV125jdlW6NRVVs3JdsDcW7Xj2W92SBr-LW2W_59y5Bk6twN4CyRBln54g_W6wTzck6jDYKbW4jPyhX6JZ-R_W56M_7v3-J2clW69G3wB5mbp70W9hmwjV8MY9nXW4K_DYN8l2tmLW30sXLt6fcBl4W5hqNpl5sCGTBW8c1cf74BxFGGW5W4Xvr4bZBs0Vp6nZN9l9SdcW7pFhV67b-w6SW4l0yYg6khnfNW4Wpx1F70TtHnW8w9CvN2CWhN3W2b-CR94D6LgWW9fBR8t1PrFYqW5nLN3C35RpvTW3Bjs8061nWdSW6RflD192t0V2f1K48kP04 ) Melissa Francois Head of Brand & Content, PlayPlay Met the CEO of Twitch backstage at Paris Creator Week. 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- Accession
- nse/playplay/2026-11-12/6814
- From
- Melissa Francois · melissa@playplay.com
- Sent
- 12 November 2026 · 17:00 UTC
