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Neil Barrie on Muck Rack

Neil Barrie

Brent
As seen in: The Independent (UK), Adweek, Fast Company, The Drum, Campaign (US), Creativepool, Sifted, Fast Company Mexico
Global CEO / Co-Founder @21CBrand. Former CSO of @TBWAChiatLA. Failed indie rockstar. Glasgow-Leicester-LDN bred. Views are mine.
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Articles

Tu marca podría ser invisible para la IA

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By Neil Barrie
| Fast Company Mexico Verified
En 21st Century Brand hemos dedicado los últimos 18 meses a plantearnos una pregunta aparentemente sencilla: cuando alguien le pide a un sistema de inteligencia artificial (IA) que le recomiende marcas de su categoría, ¿cómo elige ese sistema esas marcas? La respuesta tiene muy poco que ver con quién gasta más en marketing.
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Your brand might be invisible to AI

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By Neil Barrie
| Fast Company Verified
At 21st Century Brand we have spent the last 18 months asking a deceptively simple question: When someone asks an AI system to recommend a brand in your category, how does it choose that brand? The answer has very little to do with who spends the most on marketing. It has everything to do with the quality, consistency, and credibility of the signals a brand leaves across the open web, and whether those signals add up to something a machine can interpret with confidence. Think about it this way.
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Cannes 2025: Community, Culture and the Comeback of Commercial Creativity

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By Neil Barrie
| marketingsociety.com
At Cannes Lions this year, I was heartened to see that the Grand Prix juries looked beyond the buzz and didn’t reward the loudest, shiniest work. They avoided performative purpose in favour of a genuine blend of purpose and performance. This wasn’t about one type of campaign or format. What linked the best work was what I’d call 21st Century Commercial Creativity: anchored in product, community-driven and culturally additive, all rooted in a deep understanding of the brand’s role.
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