While UGC remains highly effective, the market is quickly saturating, shifting away from one-off campaigns toward structured, always-on creator rosters. To drive real returns, brands must now treat creators as dedicated media channels, and evaluate performance based on cost-per-acquisition and revenue rather than simple engagement metrics.

AI is here to stay but KNOW YOUR BOUNDARIES. When it’s taking over your human job, your content is going to show and consumers can sense your AI usage from a mile away!!

If you think your agency can be replaced by a bunch of Claude prompts, maybe (1) your agency wasn't creative to begin with or (2) you don't know enough about marketing – hard truths bruvs.

Singaporeans are notoriously hard to sell to, but are also the first ones in line when something goes viral. Make it make sense??

Stop chasing followers, that’s so 2010s coded (you might be what the Gen Zs call an out of touch b00mer if you still think this way).