Fran Hazeldine

Had a great time joining AdExchanger Talks with Allison Schiff this week. We dug into why many of advertising's biggest issues - from over-targeting to the industry's obsession with "brand safety" and outcomes - can all be traced back to a lack of shared understanding of media quality. If the industry can’t define quality, we try to reverse-engineer it by building messy attribution systems that spy instead of measure. Attention metrics make it simple again. 🎧 Link in comments.

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🚨 Burn your 2020 playbooks. This is a new game. AI isn’t a trend—it’s a takeover. And the teams winning right now? They’re not bigger. They’re engineered differently: ⚙️ Automated 📈 Operationalized 🎯 Obsessed with outcomes At Webflow, we didn’t add headcount. We added velocity: 🔁 5x SEO output ⚡ 6x higher conversion from AI-driven traffic ⏱️ 70% faster time-to-impact And it all started with a mindset shift: → You don’t “do SEO.” You drive acquisition → You don’t “run content.” You build influence → You don’t hire to scale. You design systems that do This isn’t traditional marketing. This is performance architecture. AI is the operating system. 🧠 I broke it all down with AirOps 👉 https://lnkd.in/e83uHKSx And what happens when marketers start thinking like operators? ⚡ Velocity goes up 📈 Impact compounds 💥 Growth inflects in new ways You hyperfocus on what works. You cut the noise. And marketing starts to drive the business. Build leverage. Build systems. Or get left behind. #AI #GrowthMarketing #MarketingOps #PerformanceMarketing #Webflow #AirOps #MarketingLeadership #FutureOfWork

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Half the people boycotting Cracker Barrel weren't actually people. They were bots. Great piece by Patrick Coffee in today's WSJ about how some brand controversies are manufactured crises. I HAVE A LOT OF THOUGHTS ABOUT THIS. But a few that immediately come to mind: 1. We have to stop reacting to every social media fire. Half the outrage may not even be real people. So before you pivot your entire strategy or issue an apology, first understand what you're actually dealing with. 2. Build bot detection into your crisis playbook. Find partners or work with firms that can quickly identify coordinated attacks. Don't let a few dozen bots masquerading as thousands of angry customers drive your decision-making. 3. Accept that everything is now weaponizable - but for the love of comms, have some CONVICTION. Logo changes, DEI programs, product launches - bad actors are scanning for literally anything that can be turned into culture war content. The constant reversals we're seeing (ABC/Kimmel, Cracker Barrel, etc.) send a dangerous message: that brands have no backbone and will cave to any pressure. So when you flip-flop at the first sign of bot-amplified outrage, you're confusing customers AND you're literally training algorithms that artificial campaigns work. You're also creating material business risk for investors and shareholders who can't predict which way you'll pivot next. Don't let bots set your strategy. https://lnkd.in/gQCcMQj8

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