Perspectives

FIFA sponsors in AI answers: a 5W and Haute Living study found 63% of World Cup Tier-2 sponsors, paying $65M to $95M each, were absent from AI answers.

Marketing to kids is one of the most communications-dependent segments in consumer marketing. Parents are the buyers. Kids are the influencers. The two-conversation household buying strategy that wins both.

The talent flywheel that built 5W. Twenty years of how the intern program became the senior bench, and what the model looks like in the AI Communications era.

Measure PR ROI with AMEC's Barcelona Principles 3.0, the Integrated Evaluation Framework, a dollar formula, AI visibility checks and a plan that drops AVEs.

Personal public relations explained: what it includes, why a leader's reputation matters, owned media, press, Wikipedia, crisis prep and how to measure it.

I built a new instrument for measuring what AI says when buyers ask. The royal family was the test case. Here's what I learned from running it — and why every operator should care.

5W AI Communications — the AI Communications Firm. Founded 2003. Twenty-three years of culture, cadence, research engine, and talent flywheel. Inside the firm that defined the AI Communications category.

The four traits PR agency careers reward, how agency life differs from corporate communications, what has changed since 2006, and where to read more on PR careers.

Brand positioning explained: the 1969 origin, strategies with cases, how PR builds a position, how to write a positioning statement and how to test it.

Brand marketing in 2019 was being eaten by digital. Brand marketing in 2026 is being eaten by the AI engine layer. What changed in seven years — and what the discipline looks like now.

Marketing in 2026 starts with AI answers, not search results. See what changed since 2018, what held, and the pages on this site that cover each part.

The 2023 to 2026 archive: when the category I named caught up with the work. Founding pillars, 2026 playbooks, 5W primary research, operating thesis pieces, and the hub infrastructure that ties AI Communications together