What AI-native marketing looks like in 18 months.
Agent-first workflows, Creative Graphs, Operating Systems instead of tools — the shape of the next decade, from the people building it.
The best of Hi Luca writing, every Friday.
Double opt-in via HubSpot. Unsubscribe anytime. Privacy.
Essays in this pillar
The Creative Agency of 2028 · How the Best Are Already Operating
Multi-product clients break the 2018 operating model. Here is the rebuild.
The agencies that triple margins by 2028 stopped trying to fix the volume problem with more people and more tools. They rebuilt the operating model underneath. Founder-side view of what changed, why ten-plus client agencies feel the pain first, and what the working model looks like.
12 min readMarco Mendoza
Digital Marketing Platforms · How They Evolved and Where They Are Going
Four generations. Each one solved the previous bottleneck. We are in the fourth.
Digital marketing platforms did not evolve in a straight line. They evolved in generations, each solving the bottleneck the previous generation accidentally created. Understanding the generations matters because every platform on the market is built around the assumptions of a specific generation.
10 min readHi Luca
Agent-first marketing, in 18 months.
The shape of marketing operations when agents do the work.
Not AI as a chat window. AI as a coordinated set of agents — with memory, with guardrails, with P&L awareness — running the operation. Here is what that looks like in practice.
9 min readMarco Mendoza
What we mean when we say "Creative Graph".
Not a dashboard. Not a database. Not a taste oracle.
A Creative Graph is the connection layer between audience, product, angle, format, platform, and performance. It is the asset that makes every next decision cheaper and every next test smarter. Here is the architecture.
6 min readHi Luca