Publicis bought LiveRamp yesterday.

Everyone's talking about identity, but here's the thing nobody's saying:

IDs don't scale. They never did.

An identity graph tells you who someone is. It doesn't tell you what to do about it.

Intelligence scales. Judgement scales. Memory that compounds scales.

The agencies that win the next decade won't own the biggest ID.

They'll own the best notebook.

A month ago I wrote that agencies are relay towers. That the thinking gets diluted at every link until it's safe enough to approve and boring enough to forget.

I was overwhelmed with the feedback, so thank you.

I now owe a sequel. Actually, I owe three.

The Last Brief proposed three layers for the agency of the future. A world model. A skills layer. An operating rhythm. Each one deserves its own piece. Each one is now buildable.

This is the first piece…

Read it hereThe Last Brief, Chapter 2: The Notebook.