Just three months in and 2026 is proving to be a year of balance. Nostalgic moments blended with innovation. Brand authenticity that can be scaled. Human storytelling with the reach of AI learning. We’ve spent nearly a century evolving with the marketing world (hello, sliced bread) and one thing remains clear: trends come and go. Some fleeting. Some transformative. Most worth taking note of.
Loving, learning, leaving behind—here’s what we’re carrying with us into Q2. Including the em dash. 😉
LOVING: WHAT WE CAN’T GET ENOUGH OF
Heritage & Nostalgia
As an agency born during the great depression, it’s in our blood to tell stories that stand the test of time. Whether it’s the resurgence of 90s nostalgia or the unique heritage of a brand, we’re all in on authentic storytelling—grounding our work in tradition and the passed-down experiences that make our clients and communities special.
“Slow” Marketing
Has there ever been a more welcome shift? In an age of constant content, we continue to remind ourselves of the value of slowing down. Prioritizing depth over frequency. Intention over immediacy. When we build around owned, evergreen content, campaigns are given space to breathe, grow and adapt. Not chase every fleeting trend.
AI-Optimized Media
Tactics like Google Performance Max are helping us (and our clients) take a long-term approach to media optimization, merging AI-driven insights with human strategy to maximize ROI. As a marketer, it’s kind of like the ultimate masterpiece—each placement customized, every brushstroke and color tuned just right, so every viewer experiences it perfectly. That’s what happens when marketing meets AI. And we’re just getting started!
Mobile First Cross-Platform Storytelling
Short-form, mobile-first video is still king. But it doesn’t rule alone. The real impact comes from cross-platform storytelling, carrying a single narrative or asset across multiple channels. From social to streaming and web, we’re sticking with integrated media strategies where every platform plays a role in telling one connected story.
LEARNING: WHAT WE’RE LEANING INTO
AI as a Creative Tool
AI is no longer just a buzzword. It’s a creative tool and, at times, even a collaborative partner. While we’re still exploring what this means for the creative process (more on that soon), we are tapping into its efficiencies for brainstorming, content repurposing, creative touch-ups, and paid media learning. When used thoughtfully, AI doesn’t replace human creativity. It extends it.
Micro-Influencers
Social media has changed how influence works. Micro- and nano-influencers from local communities bring a level of authenticity and engagement that traditional partnerships often miss. As we move through the year, we’re leaning into these opportunities more strategically, seeking creators who genuinely resonate with a brand and can spark conversations in spaces we otherwise couldn’t reach.
The Montana Moment
Destination and experiential marketing have been our bread and butter from the start, but the pull toward Montana has never been stronger (thank you, Taylor Sheridan). With new audiences discovering the region every day, we’re continuing to refine and measure how we tell its story—leaning further into moments that feel real, local, and within reach. Because here, it’s never just the destination. It’s the experience.
LEAVING BEHIND: WHAT WE’RE MOVING AWAY FROM
Overly Produced Media
As a building full of creatives, we love to make beautiful things. But even we can’t ignore the shift toward visuals that feel less studio and more human. And the data supports it: audiences are engaging with more organic and local content than perfectly staged visuals. Is there still room for the bold hero banner ad? Definitely. Is it for everywhere? Not anymore.
Chasing Pop Culture Moments
Jumping on trends can be fun, but they’re not always scalable for small, rural businesses or aligned with long-term strategy. Instead of scrambling to take part in the next cultural moment, we’re slowing down and creating our own—choosing the moments that resonate and planning ahead for those that will last.
AI-Generated Virality
We never went here and we’re not starting now. AI has a place in the creative agency, but settling for content that’s gimmicky or just “good enough” for the sake of virality or efficiency isn’t our style. Our clients deserve the full weight of a creative team and that’s what we’ll continue to deliver.
