1、BEYOND 20251BEYOND 20251WINNING IN THEALGORITHMIC ERABEYOND 20252We are living in a time when the way people experience brands is being shaped not only by creativity and culture,but by algorithms and automation.The media landscape has continuously evolved,but never with this level of machine-driven

2、influence.What we see,the content we engage with,even the choices we make are increasingly guided by AI-powered curation.For brands,the Algorithmic Era presents both a challenge and an opportunity.The challenge?Staying relevant in an environment where algorithms dictate attention.The opportunity?Usi

3、ng those same technologies to create experiences that feel deeply personal,culturally attuned,and undeniably human.The brands that win today are those that move beyond mere visibility to createexperiences that spark connection,emotion,and action.This requires a new kind of strategy.One that challeng

4、es convention,embraces creativity,and balances cultural pertinence with algorithmic intelligence.By rethinking how media,content,and technology intersect,brands can break through automated filters and build connections that last.In this edition of Beyond,we explore five ways brands can win in the Al

5、gorithmic Era,through creativity,authenticity,platform mastery,data maturity andunderstanding communities.In this era,its not just about being seen,its about being remembered.SHENDA LOUGHNANE SHENDA LOUGHNANE Global Brand President,dentsu XLETTER FROM THE EDITORBEYOND 202533BEYOND 2025WINNING IN THE

6、 ALGORITHMIC ERATABLE OF CONTENTSCREATIVITY:THE RETURN OF THE TASTEMAKER 5-6AUTHENTICITY:THE IRRESISTIBLE APPEAL OF WHATS NOT PERFECT 8-9PLATFORM MASTERY:MASTERING PLATFORM ALGORITHMS 11-12DATA MATURITY:BETTER OWN THE NARRATIVE WITH DATA 14-15BUILDING BRANDS ONLINE COMMUNITIES CARE ABOUT 17-18GOING