To stand out, first avoid the sameness trap [Video]

Automation, efficiency metrics, and algorithmic optimization have made it harder for brands to stand out. Alex Turtschan at Mediaplus Group, part of Serviceplan Group, believes the solution lies in two key ingredients: boldness and trust.

A growing phenomenon, which I call “samification,” is making it harder than ever for brands to stand out. An unsettling sameness is visible across industries, from marketing to retail – a homogenization of experiences driven by data and automation.

According to the latest Serviceplan Group CMO Barometer, efficiency will take center stage in 2025. The survey of over 800 global CMOs found that 75% of decision-makers expect their sectors to stagnate or decline in performance, while only a third anticipate increased marketing budgets. In this cautious climate, the focus on doing more with less makes sense.

Here’s the paradox: while CMOs prioritize efficiency, 71% also cite creativity and out-of-the-box thinking as their top requirement from …