Why the Future of Marketing Starts With Getting the Fundamentals Right
As AI and automation reshape the marketing landscape, brands are facing a fundamental question: are they actually prepared to take advantage of what's coming?
In this episode of Growth Leaders, Toby Horry, SVP Global Marketing at Merlin Entertainments, shares his perspective on preparing for an AI-driven future, the growing importance of brand building and why marketers need to look beyond their own industries to unlock growth.
For Toby, growth can be summed up in one word: overachieving.
And while the industry is focused on the opportunities presented by AI, he believes one of the most important priorities for marketers is surprisingly straightforward: getting organised.
As large language models and automation become increasingly embedded in marketing, brands need to ensure their assets are properly organised and that they have the foundations in place to deploy them effectively.
It's not necessarily the most exciting part of marketing, but it's becoming essential to making new technologies work.
Toby sees AI as a significant opportunity rather than simply hype. However, he also believes that as technology transforms how marketing is delivered, the strength of the brand itself will become even more important.
The conversation also touches on the role of agencies. His advice is refreshingly direct: agencies should stop selling services they aren't genuinely good at, and instead focus on the areas where they can deliver real expertise and value.
Looking ahead, Toby predicts that marketing will look very different in five years' time, making adaptability and a willingness to learn increasingly important.
And his biggest piece of growth advice? Look outside your own sector.
Some of the most interesting ideas and innovations are happening in industries beyond your immediate competitive landscape. Marketers who remain too focused on their own category risk missing opportunities to think differently and drive growth.
Ultimately, Toby's perspective is a reminder that preparing for the future requires a combination of strong foundations, investment in brand and the curiosity to learn from the wider world.
Key takeaways
- Get your marketing foundations ready for AI. Organising marketing assets and preparing for automation will be essential as LLMs change how marketing operates.
- Brand building will become even more important. As technology transforms marketing execution, investing in a strong, recognisable brand remains a critical priority.
- Look beyond your industry for growth. Some of the best ideas come from outside your sector. Staying curious and learning from other categories can unlock new opportunities.
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