The advertising industry has always thrived on change, but in recent years, the pace of transformation has accelerated. For Beth Mach, Co-Founder and Chief Operating Officer of Spacely Media, navigating this evolution has become second nature. With nearly three decades of experience spanning television, radio, print, out-of-home, and digital, Mach has developed an insider’s perspective by working across the buy side, the sell side, and the brand side. That breadth, she says, is what allows her to “understand and speak from each one of those vantage points,” a skill that has proven invaluable in an era of constant reinvention.
Innovation as a Mindset
Mach describes her career as one built on constant adaptation and learning, shaped by the constant challenge of tailoring campaigns to shifting audience behaviors and emerging technologies, as well as cultural moments that demanded fresh approaches. “The most incredible plans and executions always had a mindset of innovation,” she explains. “It wasn’t wash, rinse, and repeat. Every six months, the landscape looked different, so you had to consider how technology and audiences had shifted.” For Mach, innovation is less about one-off breakthroughs and more about cultivating an environment where experimentation is encouraged. She recalls from her career that when teams were given permission to challenge the status quo, “really great things came out of it.” The key, she argues, is agility, being willing to move quickly, react to cultural moments, and create memorable brand experiences that resonate in real time.
Balancing Consistency and Experimentation
The pace of change can feel overwhelming, but Mach believes success lies in adopting a portfolio approach. “You can’t figure it all out perfectly every time,” she says. “Think of it like 70 percent of your budget keeps the lights on, 20 percent goes to growth bets, and 10 percent goes to experimental opportunities that could unlock new avenues.”
This allows companies to maintain brand stability while still taking risks that drive long-term relevance. Equally important, Mach stresses, is not over-relying on technology. “Use AI as a copilot, not the end-all solution,” she says. “Fear and lack of knowledge keep people from trying new things, but if you do your homework and let knowledge—not fear—be the driver, you’ll be in a stronger position.”
From Audiences to Relationships
Brands have a bad habit of making assumptions about what audiences want without testing or engaging meaningfully. Mach sees opportunity in shifting from a broadcast mentality to one that invites participation. “If you turn the conversation into an invitation rather than speaking at people, you create a different type of bond,” she says. Clarity and engagement help to build trust, and trust is what gives brands this freedom to experiment. “Don’t worry about what your competition is doing,” Mach advises. “Focus on who you are as a brand and your relationship with your customer. That creates a bond that’s very hard to break, even in categories where loyalty is scarce.”
Think Multichannel and Multigenerational
While much of the conversation centers on digital, traditional formats have enduring power. “You may be surprised to hear there are still tens of thousands of consumer magazines worldwide, representing a $10 billion industry,” she says. For local merchants especially, trusted outlets like community newspapers or regional television can be just as impactful as social media or influencer partnerships. At the same time, brands must adapt their messaging to generational differences in technology use. Dynamic creative, she adds, allows brands to shift messaging fluidly across audience segments without compromising core values. “My 80-year-old mother, my 16-year-old great niece, and I all have very different relationships with technology. You can’t speak to all of us the same way.”
Embracing AI Without Losing Humanity
No conversation about the future of advertising is complete without addressing artificial intelligence. “AI is here to stay, just like TV was to newspapers. It’s not going anywhere, so use it wisely,” she says, encouraging marketers to trust their instincts when something feels inauthentic. “Your gut is your best barometer,” she says. “If AI-generated content doesn’t sound right, rely on human intuition. Use AI to give yourself a leg up, but don’t let it replace your own muscles.” Far from seeing AI as a threat, Mach views it as a growth enabler. While some roles may change or even disappear, she believes this creates space for professionals to take on more fulfilling work that technology cannot replicate.
Learning Across Generations
As Mach reflects on the evolving landscape, she highlights the importance of learning from younger colleagues while sharing the wisdom of experience. “Sometimes it feels like the next generation isn’t listening, but step back and see what you can learn from their different vision. At the same time, remember how you reacted to the generation before you,” she says. The lesson is as relevant for individuals as it is for advertisers: staying competitive means staying open. “Don’t think your craft is lost, but understand your role must evolve too,” she says.
For more insights, connect with Beth Mach on LinkedIn or visit her website.
