Igor's call, in full

Back in 2015 I pointed to Nike's 100,000 personalized videos as the signal of where marketing was heading: data as capital, and hyper-personalization at industrial scale. It was years ahead of the mainstream. The call framed a shift the whole industry now takes for granted. When you can generate a hundred thousand individually tailored pieces of creative, one-size-fits-all advertising is finished. Nike proved data-as-capital a decade before AI made it the default. The receipt was on the record in 2015.

Adjacent calls

Amazon proves that infrastructure beats advertising, booking $638 billion in net sales in fy2024 on a grid competitors cannot copy.Landed · verifiedNew retail set a record: $30.8 billion in a single day.Landed · verifiedLive sports grows into a $10 trillion attention economy by 2050.On track

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