What happens when 20 years of media fragmentation meets AI?
In this episode, Gordon sits down with Peter Grant, Interim Media Director at Boots, who reflects on his journey from asking customers at Woolworths why they bought what they bought to navigating the rapidly changing world of AI, agentic search and media. He argues that AI’s greatest opportunity may not be creating something entirely new, but pulling together the vast amounts of intelligence and knowledge we already have.
The conversation explores the danger of atomisation, why marketers need to resist drowning in metrics and why the hardest question is often the simplest: “Is what we’re doing actually worth it?”
Peter also shares his ambition to create the “perfect campaign”, inspired by Formula 1 legend Alain Prost’s pursuit of the perfect lap, and explains why having an ideal is not about achieving perfection, but about having the clarity and focus to know what you are aiming for.
Tune in for a conversation about AI, marketing, media, focus and why the future may belong to those who can finally bring it all together.
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