We double clicked on The Zero-Click Era, live & in-person!
After our great online events around brand purpose, digital strategies and AI, we were excited to host our first in-person roundtable in Amsterdam, where we discussed the Zero-Click Era.
Quite Frankly — conversations with purpose
Quite Frankly is a series of targeted safe-space roundtable sessions for like-minded professionals to meet, network and discuss meaningful issues, and now also a podcast. Welcome!
Out now! Quite Frankly: the podcast
In each episode we’ll be talking all things creativity, marketing and branding. Perfect for creative directors, copywriters, art directors, strategists, marketers, and anyone who builds brands for a living (or wishes they did).
Listen to ep.1 and join our CCO Klavs and Creative Director Jesper digging into what an idea is, what it isn't, and why the great ones always look obvious in hindsight. No formalities, just honest expert opinions.16 minutes: bosh.
Subscribe on Spotify to ensure you don’t miss an ep.
Roundtables driven by the participants,
facilitated by Frankly
For each roundtable session we bring together people with different backgrounds and roles, but all with something valuable to add. The objective: to create a rich, respectful, insight-driven dialogue centred around the participants, not us.
Previous sessions
March 19, 2026
The 5 key takeaways:
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01
Traffic is dropping and nobody's immune
B2B and B2C, across industries and markets, the room reported consistent organic traffic declines over the past 12 months. Some by as much as 40%. The zero-click era isn't coming. It's here.
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02
You can't market your way into AI visibility
AI surfaces brands based on real customer use, analyst recognition, and product presence. Not campaigns, not taglines. If the market isn't already talking about you, AI won't either.
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03
The proof shift is real
Everyone in the room agreed: marketing is moving from storytelling to evidence. The brands winning right now are the ones that can show what they've done, not just say what they do.
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04
Brand matters more, not less
AI might shortlist your options, but people still choose emotionally. A strong brand builds the trust and credibility that gets you from "considered" to "chosen."
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05
The brand vs. lead gen fight is over
The room found fast consensus on this one: treating brand and lead gen as competing priorities belongs to another era. The companies that stop splitting those two apart will be the ones that come out ahead.
The participants:
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Joost Galema | NL
Head of Storytelling & Content - Global Markets at Tata Consultancy Services
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Regine Lueghausen | NL
VP of Marketing at Symrise
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Joana Tene | NL
Global Director - MarTech, Ecommerce Capabilities and DCoE at Whirlpool Corporation
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Jeroen Coenen | NL
Global Director of Marketing at ACT Group
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Pieter van Ouwerkerk | NL
Global Growth Marketing Lead at TIP Group
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Sara Cisamolo | NL
Global head of marketing and communications at Hoya Vision Care
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Nicola Cavallini | NL
Digital Content Lead at Yamaha Motor Europe
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Mahbir Thukral | NL
CMO Martech at Mahbir Europe
May 16, 2025
Topic: AI and brand authenticity (part III — US)
How ready are today’s marketers to truly harness the power of AI?
We asked what brand leaders from all corners of the marketing ecosystem really think about trust, creativity, and the fine line between acceleration and authenticity in the age of intelligent tech.
The 5 key takeaways:
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01
Readiness varies
There's a gap between institutional AI maturity and personal confidence. Institutions appear more ready to embrace AI than individuals.
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02
A strong brand knows how to be original
But acceleration is a neccesity to ensure efficiency, optimization, and speed in a competitive environment.
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03
Authenticity is still a human superpower
Trust in real people still defines authentic branding. But AI plays a crucial role in shaping perceptions.
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04
The risks of homogenisation
There's a real danger of creative sameness and brand uniformity when AI is misused or overused.
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05
No human, no machine
Human oversight is still crucial, even as AI tools become more capable and autonomous.
The participants:
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Simon Robson | UK
Client director at Frankly
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Gus Fernandez | US
Inclusive Multicultural Marketing Lead at U.S. Bank
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Karlene Moore | US
Global Marketing Strategy Lead at Parexel
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Marta Federici | DE
Head of Customer Experience and Data Insights at Henkel
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Daniel Darst | US
Deputy Chief Marketing Officer at Flagstar Bank
May 9, 2025
Topic: AI and brand authenticity (part II)
How can we preserve brand authenticity now that AI-generated content is everywhere?
We explored this in depth with industry professionals, drawing on their personal experiences and wisdom to gain a richer understanding of the topic.
The 5 key takeaways:
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01
Humans create the real magic
Emotional storytelling and the human touch that takes a brand story from bland and fruitless to memorable and relatable.
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02
Your customers have a voice. Use it!
Bringing customers into brand storytelling sets your message apart from generic AI output. It can enhance relevance and emotional resonance, particularly in B2B.
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03
For drafts, not final answers
Ultimately, originality wins. While AI can accelerate content creation, over-reliance can dilute authenticity and turn off your audience.
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04
Mind the generational gap
Gen Z/Alpha may take to AI with ease, but it's vital that older generations nurture critical thinking to prevent superficial content.
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05
A powerful tool for good and bad
While AI’s rapid evolution is exciting, it also prompts concerns about misuse, particularly over-automation, over-personalisation, and deepfakes.
The participants:
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Antoni van Huissteden | NE
CMO for TMF Group
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Elham Kabiri | FR
Innovation & Strategic Business Development Director at Bel Group
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Maud Walkowiak | NE
Head of Growth Marketing Industry Verticals at Aeon
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John Wilwol | UK
Communications Director at G-Research
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Simon Robson | UK
Client Director at Frankly
March 21, 2025
Topic: AI and brand authenticity
How can brands stay authentic in a world where AI slowly takes the wheel?
We discussed this in great detail with some of the industry's brightest minds, each bringing a variety of experience, wisdom, and viewpoints to the chat.
The 5 key takeaways:
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01
Speed shouldn't come at the cost of soul
ChatGPT can generate impressively articulate language, but when content becomes overly smart and polished, it loses the human touch and charisma.
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02
There’s a risk of diluting your brand voice
Over-reliance on AI can lead to generic brand messaging. Original human thinking remains essential to ensure emotional depth and resonance.
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03
If rubbish goes in, rubbish comes out
Learning to prompt effectively and mastering the art of creative prompting will be key skills in the latter half of the 2020s.
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04
Trust and transparency are non-negotiable
Clear disclosure about AI use is critical for maintaining credibility, especially when dealing with sensitive topics or highly regulated sectors.
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05
Clear guidelines are needed
Younger team members see AI as a natural part of working. While their comfort with AI is a great asset, leaders recognize the need to teach critical thinking.
The participants:
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Simon Robson | UK
VP for Global Marketing & Communications at ABB
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Greg Clayton | UK
Head of Brand Growth at Ipsos UK
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Richard Farnsworth | UK
Senior Business Leader and Corporate Affairs Director at BT Group
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Thomas Schulz | AT
VP for Marketing and Communications at Constantia Flexibles
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Vishal Shah | IN
Digital Marketing Director (EMEA) at Franklin Templeton
Problems ❤️ creativity
This is our motto. Because creativity is exactly what your business problems need. Period. With a delightful mix of madness, curiosity, structure, and intelligence, we encourage innovation, generate ideas, and support progress.
Interested? Let us know!
FAQ
Participants include marketing and communications professionals, as well as senior leaders from a range of industries. Attendees represent a diverse mix of sectors, bringing together expertise from corporate, nonprofit, and public organisations.
No preparation is required. However, to get the most out of the experience, you might consider reviewing any relevant topics or questions you’d like to discuss.
During the event, the Chatham House Rule will be applied. The Chatham House Rule is a guideline for conducting meetings or discussions that encourages openness and the sharing of information while protecting the identity and affiliation of speakers.
Each session is approximately 1 hour long, but can be slightly longer if required.