In this episode of Fully Managed, we sit down with James Hughes, VP of Advertising at Mass Media Marketing, to dive into the evolution of marketing from print to digital, the rise of influencer culture, and the increasing demand for brand authenticity. With over 20 years of experience across agencies like WPP, Publicis, Caesars Entertainment, and MGM Resorts, James shares raw insights about what’s working, what’s fading, and how brands can stay relevant in a noisy, hyper-targeted world. Oh — and he kicks things off by pitching an alarm clock that insults you awake. Yes, really.
Three Things You’ll Learn
Why a diversified media mix still wins
Despite the dominance of digital, traditional formats like TV and billboards still deliver strong brand lift—especially when paired with data-driven channels. James breaks down the “spider-leg” model to explain how brands should balance their media spend.
How consumer behavior has changed dramatically
From SEO fatigue to ad blindness, today’s audiences demand transparency and authenticity. James discusses why modern consumers don’t want to be sold to—they want to connect with brands that stand for something real.
The future of AI in marketing and search
Generative AI is already reshaping how consumers search for products. James reveals how brands can adapt, especially by strengthening their SEO presence to ensure visibility as AI replaces traditional search behavior.