Creator Effectiveness, Public Renaissance and Librarian Summer. Hopefully, you are not reading this on your desk.
This week's newsletter contains a micro survey with some of my favorite PR consultants.
I survived last weekend’s Jehovah's Witness invasion of Stockholm. Luckily, I find Bad Bunny week much more exciting.
Today is the last day before I’m OOO for five weeks. Accidental Insights will continue to show up in your inbox, but maybe be a little bit thinner. Instead, I have added a section this week called Beach Insights. Stuff that I want to read, visit, see, or listen to this summer.
INSIGHT DOWNLOAD
The most interesting things I’ve read, seen, thought about, or debated the last two weeks. High and low.
CREATOR EFFECTIVENESS. The creators took over media budgets last year, Cannes this year, and the Daily Mail is hiring a U.S. Influencer Correspondent this week. It’s about time we swap out creative effectiveness for creator effectiveness. WPP Media, TikTok, and System1 launched the report The Creator Effectiveness Playbook, packed with insights and graphs that are paramount for anyone prepping a strategy deck. Some highlights: Creators are 23% better at driving brand lift effects than traditional ads. Engagement doesn’t explain any brand lift effects, but creative quality does. Brand fit beats creator fame, but both deliver effects. But be wary: Only 29% of creator ads drive better brand lift effects than traditional ads – it’s the brilliant few making the whole difference.
(Excerpt from The Creator Effectiveness Playbook)
PUBLIC RENAISSANCE. According to a recent McKinsey report, brands rely much more on third-party information to gain traction in LLMs. This new reality has sparked a renaissance for the good ‘ol PR agency. According to Gartner, PR budgets will double in 2027, and according to a study by Delight Labs, 92% of CEOs have increased PR investments due to AI search. According to the Swedish PR agency federation Precis, their members had a better Q1 this year than last year. I wanted to dig deeper into it and texted a micro survey to some of my favorite PR consultants.
Susanne Johansson, PR Director, NORD/ Head of NORD ECHO.
Have you seen a surge in PR briefs since LLM search became a thing?
Yes, we’ve definitely seen an increase, although I wouldn’t say it’s driven by LLMs or AI search. It feels more like brands are rediscovering the value of PR. In a world where we’re constantly surrounded by messages and AI is changing how people discover information, authenticity matters more than ever, and attention has to be earned. Search is part of the mix, but I wouldn’t say it’s the main driver. It probably also comes down to the fact that we at NORD have established ourselves more clearly as a strategic PR partner over the past few years.Are clients specifically asking for PR exposure to get LLM presence?
Not really. It’s something we’ve been discussing with our clients as part of our strategic advice, rather than something they’ve been asking for.What’s your best tip to someone who wants to leverage PR in order to get picked up by the LLM’s?
My best advice is to think about PR as a long game. Consistency matters more than a single big headline. Build a steady flow of stories, don’t underestimate the value of niche media and remember that the PR landscape has changed. Social channels, forums, YouTube, and influencers are all part of the visibility mix today it’s not just about traditional editorial coverage.
Sara Wikberg, CEO Geelmuyden Kiese Sweden:
Have you seen a surge in PR briefs since LLM search became a thing?
Not really, not that I can specifically link to LLM search.Are clients specifically asking for PR exposure to get LLM presence?
Varies a bit between global and Swedish clients, but generally not as much as it should. I’d guess it probably looks different at agencies working more with consumer brands.What’s your best tip to someone who wants to leverage PR in order to get picked up by the LLM’s?
Frequency/a constant drumbeat is really important here, and the nice thing is that even smaller media and trade press also carry a lot of weight from an LLM search perspective. All clients love a placement in tier one media, but LLMs don’t care that much (for better or worse) about source quality, more that there are lots of different sources showing third-party validation. And, YouTube is an extremely important source. So, create (and caption) content that can be appreciated both by LLMs and by flesh-and-blood humans who want to feel something.
Caroline Lidman, Independent PR Consultant:
Have you seen a surge in PR briefs since LLM search became a thing?
I’ve mainly noticed that more companies want to understand how they show up when people ask AI questions, not just how they rank on Google. PR is increasingly becoming part of a broader AI visibility strategy, rather than simply a way to generate traditional media coverage.Are clients specifically asking for PR exposure to get LLM presence?
More and more are asking about AI visibility. Once we explain that AI models draw on credible, authoritative sources, many quickly realize that high-quality PR also strengthens their presence in AI-powered search.What’s your best tip to someone who wants to leverage PR in order to get picked up by the LLM’s?
Focus less on individual press releases and more on building genuine thought leadership over time. AI tends to favor expertise that is consistently reinforced across trusted sources, so invest in original insights, strong spokespersons, and visibility in relevant media and industry conversations.
Clara Larsson, Partner & COO, Objectif.
Have you seen a surge in PR briefs since LLM search became a thing?
At OBJECTIF, we’re a pure-play PR agency, so we haven’t seen a dramatic increase in the number of briefs solely because of AI or LLM search – PR has always been at the core of what we do. That said, demand for our services has remained consistently strong, despite a period of economic uncertainty.At the same time, AI has added another dimension to the value of PR.
Are clients specifically asking for PR exposure to get LLM presence?
Yes, increasingly so. A year ago, it was still quite unusual. Today, AI search and LLM visibility have become a regular part of our conversations with clients at OBJECTIF.That said, our core philosophy hasn’t really changed. Great PR has always been about building credibility through trusted third-party sources. That’s exactly the kind of information that also appears to carry significant weight when AI services compile and present information.
What’s changed isn’t how we approach PR, but rather how clients perceive its value.
What’s your best tip to someone who wants to leverage PR in order to get picked up by the LLM’s?
Think of PR as a long-term investment, not a series of individual media hits. The evidence so far suggests that AI models favour consistent, credible and independently verified information from multiple sources. That means building a clear position over time, contributing insights, data and expert commentary that journalists genuinely want to use, and ensuring your business is visible across relevant and trusted traditional and digital media.That’s far more valuable than chasing quick wins or one-off headlines. Just as it always has, great PR is ultimately about building credibility – not just generating attention.
THE HUMAN REHIRING. Companies like Ford, IBM, and Commonwealth Bank of Australia, which swapped humans for AI, are now rehiring humans. 39% of business leaders made employees redundant due to AI, but among that number, 55% admit that wrong decisions were made about the redundancies. According to this recruitment influencer, they never fired people to replace them with AI, only to boost their stock prices. This AI strategist fired half of her AI agents because they were too high-maintenance.
REAL WORK. Investing in real work rather than AI agents might be the new thing. Blackstone COO Jon Gray predicts a huge boom in blue-collar jobs, citing his company’s data center as hiring 30,000 people. Meta is putting its money where its mouth is by launching an initiative to train data center technicians in collaboration with real estate giant CBRE, the trade association Associated Builders and Contractors, and the civil rights association National Urban League. Sebastian Siemiatkowski’s Flat Capital is dumping its stock in AI companies Harvey and Physical Intelligence and instead investing in a chain of veterinary clinics.
R’N’B TRIBUTES. Is 2026 the year of the ’90s R’n’B tribute? Earlier this year at the Grammys, Miss Lauryn Hill led a memoriam for the late D’Angelo. Talking of Miss Lauryn, at this year’s BET Awards, she received the inaugural Living Legend Icon Award and was celebrated with a tribute medley performed by Nas, SZA, Doechii, Lizzo, Doja Cat, Common, and Queen Latifah. This weekend’s Essence festival featured some of today’s biggest R’n’B artists – Chloe Bailey, Mya, Normani, Ryan Destiny, Sevyn Streeter – paying their tribute to Aaliyah. Is it just me getting old, or is 90s R’n’B the new golden oldies?
CMO UPDATE. Two new reports on the status of the CMO have arrived. The Lippincott 2026 CMO Outlook paints a bleak picture: CMOs are deprioritizing brand building, which they believe is critical for growth. Internal culture holds them back from being culturally relevant. Even though organizational alignment is essential for marketing effectiveness, their CEO superiors see them as an executional, not strategic force. The Uncensored CMO podcast has launched its own proprietary CMO survey with TikTok. Even though it shares some negative facts like that strategy is the most needed skill right now, most CMOs are perceived as comms, not strategy, and the job of the CMO now is about managing expectations, not brands. The fact that only 45% grew their budget but 74% grew their revenue is a testament to the fact that marketing is and shall be perceived as a true growth driver for businesses.
LIBRARIAN SUMMER. Spotted: libraries being this year’s hottest accessory. Aesop’s Queer Library is coming to Paris for the first time this summer. Dua Lipa is opening a library for banned books in Porto. Acne launched the latest issue of its Acne Paper with a series of pink paper libraries in London and NYC. Jay-Z is making a new series of library cards to celebrate his Reasonable Doubt anniversary. Books are not limited to libraries. In London, reading events are the hottest thing among Gen Z.
GAS AND CHOW. Going for a road trip this summer? There’s a good chance you might dine at a gas station. According to the Wall Street Journal, gas station food offerings are having a renaissance right now (the pics look tasty). In Sweden, Aftonbladet ran a gas station food test with celeb chef Johan Jureskog, among others. Spoiler: Circle K’s chicken kebab was judged as a stunning 5/5. L.A. is also getting its first luxury gas station called Maggie’s, or as they say over there, “the Erewhon of gas stations”.
THE NEW BRAND EXPERIENCE. Kantar just launched the report Be Distinctive Everywhere: The Experience Edition, trying to figure out where brand equity is actually built. The conclusion is straightforward: 28% is bought media, 41% is earned, and 30% is owned – hence 71% is direct and indirect user experiences. This also means that, at least according to Kantar, experiences can’t just be seamless. They also need to be meaningfully different to build brand equity.
ARTIFICIAL VALUES. Do LLMs have values? No one knows, but they can answer value-based questions. The Economist had the major models answer the World Values Survey Questionnaire, and the verdict was clear: they are more liberal and secular than most people. As long as they are not Chinese LLMs. Swedish newspaper SvD had the four major LLMs take its Voter Compass for the upcoming election. ChatGPT slides with the Center Party, Gemini with the Environmental Party, Claude with the Social Democrats, and Grok with the Moderates and the Christian Democrats – hence everyone except Grok is sliding center-left.
BEACH INSIGHTS
This is a special summer format where I’m listing stuff I already have or plan/want to read, watch, listen to, or visit during my vacation. Since my vacation hasn’t started yet, not everything on this list has received my seal of approval yet.
LISTEN
→ Charli XCX interviewed on Fashion Neurosis.
→ Puck CEO Jon Kelly interviewed on How Long Gone.
→ The Odyssey special on Bildningspodden (Swedish only).
→ Skims co-founder Jens Grede interviewed on Gstaad Guy
→ The Infinite Mass interviewed on Hemma Hos Strage (Swedish only).
→ OnlyFantasy: Audible’s investigation into OnlyFans.
→ Mark Ritson and Byron Sharp on the Uncensored CMO.
READ
→ Eddie Huang interviewed in L.A. Times.
→ Oh De Laval interviewed in CR Fashion Book.
→ Slayyyter interviewed in New York Times.
→ Tinder CMO Melissa Hobley interviewed in On Brand Magazine.
→ A deck with all the Cannes Lions winners.
→ The trio behind pubs Pelican, the Hero, and the Fat Badger interviewed in Air Mail.
→ Yuppies by Dylan Gottlieb.
→ IT Girl: The Life and Legacy of Jane Birkin by Marisa Meltzer.
VISIT
→ Anish Kapoor exhibition at Southbank Centre in London.
→ Nigo (of Bape, BBC and Human Made fame) exhibition at Design Museum in London (a masterclass in brand worlds).
→ Wes Anderson exhibition at Design Museum in London (a masterclass in brand worlds pt. 2).
→ Alvar Aalto and Supper Tale food experience at Studio Aalto in Helsinki.
→ The Water Counter pop-up at Diptyque in Paris.
→ Antwerp Six exhibition at MoMu in Antwerp.
WATCH
→ i-D CEO Karlie Kloss interviewed on Bloomberg Originals.
→ Marc by Sofia from A24.
→ Kylie Minogue documentary on Netflix.
BEYOND INSIGHTS
Intel for Stockholm-based marketers. Jobs, new spots, and occasional gossip.
Spots: More restaurants in Söderhallarna are announced. There is a Thai food market at Bofills Båge throughout the summer.
Club death update: Trädgården lost a new round against their “neighbors”. Spice99 is closing down. This is not ok. We need to keep Stockholm alive.
Jobs: Brand Strategist at Bold. Brand, Community & Growth Manager at Becore. Marketing Strategist at PostNord. Head of Communications at Max. Strategic Marketing Planner at Swedbank.
I’ll be reading and listening! 🏖️