The Future of IRL Brand Experiences + The Rise of Independent Creatives - Niyia Mack.
show notes.
Today, Niyia from @theunusalcreative joins us to clarify what an independent creative is and weighs in on her take on the rising phenomenon of immersive experiences!Subscribe to the newsletter here: https://www.yourattnp.lease/subscribe?ref=94emEwsTgR
Today, Niyia from @theunusalcreative joins us to clarify what an independent creative is and weighs in on her take on the rising phenomenon of immersive experiences!Subscribe to the newsletter here: https://www.yourattnp.lease/subscribe?ref=94emEwsTgR
"every confident take we had in january, by june we had to recant at least half of."
maeve walks through what running ops looks like when half the work that used to live in someone's calendar now lives in a workflow file. stanley pushes back on the parts where the machine still gets it wrong.
links + references
the agency rebuild post · the 5-layer ai brain framework · the lock-in format · meta ads setup workshop. all linked in the description.
guest
stanley + maeve chen.
full transcript.
we're going to start with the worst take we had in 2025. and to be clear, i had it.
he had it on a podcast. on this podcast. it's still up.
i said agents would replace half the work in services businesses by end of year. that did not happen.
what did happen is we replaced about a third of the prep work, almost none of the judgement work, and we got slightly better at writing copy that doesn't sound like a robot wrote it.
so call it 30%, all in the deeply boring layer of the business. that's still a lot, but it's not the headline.
the headline is that the agency margin moved 8 points in twelve months and it was almost entirely from how the team uses claude internally, not from anything client-facing.
which is the opposite of what every keynote we sat through told us would happen.
full machine transcript runs ~9,400 words. the live page renders all of it inline; this static mockup truncates after the first beat.