Artists&Outlaws

From Nate Hook, our Director of Digital Services: "For all the AI wins marketers are enjoying right now, one aspect is quietly making it harder to understand success. Most marketers have seen the zero-click reality, and those at the forefront have been tracking the influence of this growing signal loss. AI has only fueled this as it is increasingly shaping the consideration set. That influence is invisible to all the deterministic platforms like Google Analytics that we have traditionally relied on. But as marketers lose this visibility in customer journeys, performance modeling is having a moment. Performance modeling frameworks aren’t new to zero-click; we’ve used models like MMM for years to measure the impact of TV, radio, and outdoor media, for instance. However, AI search and digital zero-click effects are more probabilistic and personalized, which requires that we recalibrate around this. That’s something we’ve been working on at Artists&Outlaws, recalibrating the models to triangulate better for zero-click and AI search effects, the interactions most analytics never see. There is proof of demand there, but it’s the architecture around how we measure, the ways in which we model for it, and ultimately quantify its impact, that can actually allow it to guide strategy. How are you tackling these measurement challenges in AI search and zero-click influence?"

Someone near and dear to our hearts just traded her butterfly wings for angel wings. Dolly broke countless records and boundaries. Today and always, we celebrate her talent, courage, positivity, work ethic, kindness and generosity. We will always love her. And we are sending prayers and love to her family, friends and fans. 🦋💕🪽

From our Group Account Director, Angie Roby: "Like many people, I've been following fútbol over the past couple of weeks. Somewhere between watching matches, and catching highlights, I realized I was paying just as much attention to the fans as I was to the matches. The tournament always delivers incredible fútbol, but this year I've been fascinated by something happening off the pitch: The way people are choosing to experience it. There have been reports of record audiences tuning into Spanish-language broadcasts in the U.S. And it's not only Spanish speakers driving those numbers. Many fans are choosing those broadcasts because they feel more energetic, more emotional, more alive. That made me stop for a second. As marketers, we spend so much time talking about reach, impressions, and personalization that we sometimes forget another question: How do people want to feel? Because that's what viewers are optimizing for. Not just convenience or familiarity, but emotion. People rarely remember the "best produced" experience. They remember the one that made them feel like they were in the middle of something. The brands standing out this year seem to understand that. They're not trying to own the conversation. They're finding authentic ways to join it. That's probably the biggest reminder I've had away so far: The best marketing shows up where emotion already exists. Let's keep on connecting!"

Happy Fourth of July from Artists&Outlaws. 🇺🇸

New office. New shirts. Same crew. 🏢 A little photo dump from the celebration of our next chapter. Here's to new spaces, big ideas, and the people who make it all happen.

We’re proud to announce our very own Shari Day is talkin’ shop about #agencylife and running a #Nashvillebusiness in Forbes magazine's Self-Made Women issue, Entrepreneur's Money issue and Fortune magazine's Most Powerful Women in Business issue. Read all about our independent agency's rebrand and adopting new technologies below.👇👇 https://lnkd.in/gTCuGDKt

Stay tuned to see our brand-new headquarters.

Today we remember and honor the courage, sacrifice, and service of those who gave their lives for our freedom. 🇺🇸

From our Group Account Director, Angie Roby: "The multicultural market continues to be treated like a specialty lane when, in reality, it’s driving mainstream culture. The brands getting it right aren’t chasing “multicultural moments.” They’re building teams, partnerships, and ideas with enough cultural proximity to understand the nuance behind them. Because culture rarely lives in a spreadsheet. It lives in memory, instinct, and the little things that stay with you forever without anyone having to explain them. It’s your mom singing “sana sana colita de rana” before you even understood what comfort meant. It’s hearing “¿ya comiste?” and knowing the question was never really about food. It’s the little boy asleep across folding chairs during Bad Bunny’s Super Bowl halftime show and every Latino instantly understanding why that moment felt so real. Culture lives in those emotional codes. The kind you don’t translate. You either recognize them instantly… or you don’t. That’s why multicultural work can’t just be visually diverse or translated into Spanish at the end of the process. The nuance is the strategy. The feeling is the strategy. At Artists & Outlaws, we’ve been thinking a lot about how brands move from simply reaching multicultural audiences to creating work that feels culturally familiar, emotionally true, and genuinely lived-in. And honestly… la gente sabe when it’s real. They always know."