Nick Beck, Founder and CEO of Tug

What happens when search, media, AI and commerce start collapsing into one connected ecosystem? In this episode of The Business of Marketing, John Horsley sits down with Nick Beck, Founder and CEO of Tug, to explore how modern marketing is being reshaped by AI search, creator culture, performance marketing and the growing importance of brand. From launching Tug out of the basement of Vice Magazine to building a global agency across London, New York, Berlin, Toronto, Singapore and Sydney, Nick shares a candid view on what has changed in marketing over the last two decades, and what still matters most. A conversation about search, AI, data, creativity, trust, performance marketing and why human judgement still matters in an increasingly automated world. Topics include: Why search has become one of the most important conversations in marketing again The rise of AI search, AI assistants and the future of discoverability Why over-optimising performance metrics can damage long-term growth The balance between brand building and short-term performance How AI is changing decision-making inside agencies and brands Why relatability may matter more than “authenticity” The explosion of creator-led marketing and micro influencers Why agencies may become more important again in a fragmented media landscape How brands can balance global consistency with local relevance “The big idea is still the rocket science.” - Nick Beck