NSB Insights
Brands, Marketing, Consumers, Advertising and Martech — the NSB view.
34 articles
StrategyAI didn't democratize good ideas: it democratized the ability to produce them at the level we imagine. Why that changes the rules between leaders and challengers —and why there are (almost) no more excuses.
Strategy2027 will be an election year, and a turbulent one. From where consumption is growing to AI with concrete results, from brand building to defending margin: the ten topics that will take up the focus of local CMOs.
StrategyEveryone wants to show up in ChatGPT. But GEO isn't on-page optimization: it's reputation work —press, rankings and public evidence you don't control. Why a three-month package won't get you there.
AgenciesNeither the twilight of the business nor an automatic rebirth. A slow erosion, hard to spot in a single year's accounts, that is not corrected with more technology but by handling three variables: price, costs and structure. With a simulator to run your own scenario.
StrategyEveryone claims to be an «AI agency» now. Six filters for a CMO to tell a strategic partner from someone selling hype: strategy before tools, human judgment at the helm, proof before promise.
AgenciesI asked Claude how it sees the business of agencies like NSB in 2030. The result: three scenarios. What all three punish and reward is exactly the same — and it defines the strategy of any agency. By Federico Soto Roland (NSB).
AgenciesThe difference between using AI as the "final delivery" and using it as a surgical precision tool — and the questions your agency should be able to answer. By Federico Soto Roland (NSB).
BrandingA summary of a key research report on today's buying processes, produced by NSB Agency's Brand Strategy team. This Google document isn't just a metrics analysis; it is a
AgenciesWhy the question isn't whether AI can be creative, but which parts of the craft will keep holding value. By Federico Soto Roland (Strategy, AI & Digital Director) and Sabrina Ortega Marengo (CEO) at NSB Agency The
AgenciesBy Federico Soto Roland – Strategy, AI & Digital Director, NSB Agency There's an idea that took hold in marketing over the past decade and that today, with the data in hand, we know to be false: the idea that creativity
DesignBy Agustín Jofré – Graphic Designer, NSB Agency. Let me start this piece with an exercise: close your eyes and imagine you're looking at your phone, you open your go-to social network and you see a post from your favorite brand
AgenciesBy Federico Soto Roland – Strategy, Digital & AI Director at NSB. There's something fairly hypocritical about the way we talk about artificial intelligence in creativity. We keep saying it "isn't here to replace anyone," that it's "just a t
Agenciesby Federico Soto Roland, Strategy, AI & Digital Director at NSB Agency. The advertising industry tends to fall fast for the latest gadgets and new technologies. It happened with the metaverse, augmented reality,
AgenciesBy Federico Soto Roland, Strategy, AI & Digital Director at NSB Agency. The idea that "AI is going to impact advertising" is already outdated. The right tense is the present continuous: AI is already doing it … and how!
StrategyEveryone claims to be an «AI agency». Ten concrete signs an agency truly integrates AI into its creative process —and how to spot them before you sign.
Communicationby Sabrina Ortega Marengo – CEO & Client Service Director at NSB Agency. The advertising industry has spent years obsessed with "grabbing the user's attention," but in a context of media multiplication and users
AgenciesBy Carla Fascetti – Account Director, NSB Agency. In a context where artificial intelligence can generate hundreds of ideas in a matter of minutes, creative abundance has stopped being a differentiator. Today, what
BrandingBy Agustín Jofré – Graphic Designer, NSB Agency. With a bit of time on my hands, and in a sort of design-driven introspection, I sat down to review the latest identities I've built. First, I was glad to see the wide vari
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