Ian Martins, EVP and Managing Director of Zenith, dives into the complexities of fragmented marketing strategies. He discusses the tension between brand building and performance metrics, using Nike as a prime example. The conversation shifts to the importance of trust in media and the evolving landscape of influencer marketing. Ian also touches on the hybrid models of in-housing and outsourcing, touching on economic pressures and AI's potential to enhance marketing efficiency. Personal anecdotes about entertainment and creative passions add a relatable touch.