The Digital Drift

Why won’t Gen Z just “do ads for ads’ sake”? In this episode of Digital Drift Panels , Hoos sits down with Zeena Aczam and Mohammad Jaber to explore how younger talent sees purpose, culture, and recognition in the workplace — and why agencies and clients often miss the mark. They cover: What motivates Gen Z to stay in the industry Why salary alone isn’t enough How toxic cultures spill into persona...

90% of media briefs are broken. Misaligned KPIs, unrealistic budgets, and vague objectives — we’ve all seen them. In this episode of Solo Drift (part of the Digital Drift universe), I break down: Why most client briefs fail from the start The 4Rs framework I use to fix broken briefs (Reframe, Reverse Engineer, Refocus, Rescope) How to turn contradictions into winning strategies The pros and cons o...

Is performance marketing fueling growth or killing creativity? In this episode of Digital Drift Panels , Hoos is joined by Pedro Goncalves and Carlos Melo to debate the real cost of ROI obsession. They cover: Why budgets are shifting from brand to performance Procurement’s growing role in marketing Lessons from Nike’s performance pivot gone wrong How creative and media can finally work together Ac...

In this episode of Digital Drift | Drift Panels, Hoos engages with guests Steven Sidawi and Sulaiman Korman to discuss the rising costs of digital media and the implications for marketers. They explore the evolving landscape of media buying, the importance of creative strategies, and the need for data-driven decision-making. The conversation highlights the challenges of meeting client expectations...