DECODE - June 13, 2025
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The Future of CX Needs to Be Moving (Little Black Book)
No matter how perfectly timed the birthday shoutout from her dentist was, Code and Theory Head of Brand Strategy Karen Piper says it landed with the weight of a push notification. “I don’t feel seen. I feel sorted.” In a world of seamless but forgettable CX, she’s pushing for a shift from Information Technology to Emotional Technology — systems intentionally designed to resonate, not just serve. “People don’t return to what performed. They return to what moved them,” she says. Read the article.
The Big Idea Had a Good Run. Time Killed It (Little Black Book)
The Big Idea isn’t dead — but it can’t keep up. Code and Theory CCO Craig Elimeliah argues that amid AI acceleration and increasing attention fragmentation, chasing one perfect headline or Super Bowl spot is a creative dead end. What wins now? Modular ideas built for motion and designed to adapt and scale across systems. “The Big Idea didn’t fail. Time moved on. We should too,” he says. Read the article.
WWDC 2025: Apple Unveils Its Future — Here’s Everything You Need to Know (Perplexity AI)
Apple’s taking a bold step forward. At WWDC 2025, the company unveiled a new unified design language across all its devices called Liquid Glass, enhanced intelligence capabilities like Live translation and an iPad multitasking system that finally rivals the Mac. From a smarter Messages app to a new hub for mobile gaming, Apple is reshaping how users interact across its ecosystem — without compromising privacy. Read the article.
What It Takes to Build Brand Personality Into AI Agents (Little Black Book)
As AI agents take center stage in brand interactions, industry leaders agree: Personality is no longer optional — it’s the brand. Instrument Executive Strategy Director Avi Couillard says that a strong, flexible system must be put in place to ensure AI receives the right inputs. “We’re moving toward a world where more customer interactions are AI-driven, but your customers don’t care who made it, just that it’s great and aligned with their expectations. That’s why it’s critical to set clear guidelines for how your brand should show up across different touchpoints,” says Couillard. Read the article.
FAKE FACTS
Ryan Reynolds is the early favorite to replace Mark Read at WPP.
Flannel overtakes linen as on-trend fabric of choice in Cannes.
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Meet Us at Cannes
AI has led Cannes conversations for years. Experimentation is growing, but true transformation remains rare. That’s about to change. The next digital winners will think and build differently. Code and Theory joins Stagwell at Sport Beach — the hottest spot on the Croisette — for the Cannes Lions International Festival of Creativity. It will be an incredible week of powerful conversations, workshops, open play and quality connections among athletes, brands and agencies. Book a meeting with us now and sign up for our workshops below: