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However uncertain the outlook is for the American auto industry in the age of tariffs, growing competition from China, and the rise of EV upstarts, the view inside the new boardroom at General Motors is stylishly optimistic. Part of the automaker’s new corporate headquarters that’s opening January 12, the boardroom is a large and elegant space with a massive marble table surrounded by mainstay elements of mid-century modern design. Fluted wood wall treatments, subtle curves, geometric overhead lighting, minimalist bench seating, and sweeping views of a changing downtown Detroit combine to create a physical manifestation of how GM sees itself evolving through the 21st centurydrawing on the past while looking to the future. When so much of the car industry can feel tossed in an ever-changing sea, the boardroom and the rest of GM’s headquarters evoke a steadier throughline of ambition and legacy. [Photo: GM] “It’s culture setting,” says David Massaron, GM’s vice president of infrastructure and corporate citizenship. “I think this space really does a great job of being a beacon of who we want to be, what our identity is. … A headquarters really serves as a reinforcing notion of our culture, of who we are.” [Photo: GM] Filling four floors and about 200,000 square feet in a brand-new 12-story tower in Detroit, the headquarters will serve as permanent office space for GM executives and employees in the finance, legal, marketing, and communications departments, and will have open workstations. In contrast to GM’s previous headquarters in the troubled Renaissance Center complex a mile away, the new space is much smaller and more manageable, with room for hundreds of employees, not thousands. Its design draws heavily on GM’s past. The overarching design language of the space comes from the mid-century modern design of the company’s main real estate footprint, the GM Technical Center, in suburban Warren, Michigan. [Photo: GM] Designated a National Historic Landmark, the complex first opened in 1956 with a stunning design by architect Eero Saarinen that let modernist design loose on corporate America and accelerated its infusion into the homes, furnishings, and products of the post-war world. Saarinen’s streamlined design put an emphasis on natural materials and light, and brought art into and around the buildings on the campus in a holistic way. [Photo: GM] Crystal Windham, GM’s executive director of global industrial design, says that legacy deeply influenced her team’s approach to the new headquarters space, which was designed with the Gensler architecture firm. Elements of mid-century modernism, and Saarinen’s Technical Center specifically, wound their way into the headquarters in a wide variety of forms, from furniture pieces and material choices to the artwork on the walls. “Because of the history and the respect for that, there are all types of interpretations here. There are details within it that you can play up or play down. It’s a full palette of moments to pull from,” Windham says. Some elements are literal recreations. On the wall next to a waiting area outside top executive offices, steel picture frames that mount to the floor and ceiling are near-exact replicas of frames Saarinen designed for the Technical Center campus. [Photo: GM] Other items are drawn directly from GM’s large archive. Historic drawings from the company’s 49,000-deep setof patent applications are peppered throughout the space, including in a ring of wallpaper near the top of the building’s atrium. Other notable patents are framed in executives’ officesa mechanical heart in CEO Mary Barra’s, and the first automatic gearshift changer in president Mark Reuss’s. Scale models of cars, old and new, can be seen in almost any direction. Touches of automotive materials can also be found throughout the space, from throw pillows made out of the interior fabric used in 1956 Cadillacs to chrome pendant lights that recall muscle car tailpipes. [Photo: GM] “What we loved when we were working on this project was just going back and relooking at our history,” says Rebecca Waldmeir, design manager of architecture and experience at GM. “[Saarinen] would say that when you’re trying to design spaces to relate to each other, they need to sing the same message. We need to sing some of that message into our space, too.” This ethos has made its way into the otherwise contemporary setting of this new 12-story mixed-use building in the heart of downtown Detroit. Alongside a 49-story hotel and condo tower, the building is part of the $1.4 billion Hudson’s Detroit project developed by Bedrock, the real estate firm that billionaire Dan Gilbert has steered to redeveloping large swaths of Detroit’s once-crumbling downtown. [Photo: GM] For all its effort in honoring a rich design legacy, the headquarters is still a headquarters, with spaces made for the work of a multibillion-dollar corporation to get done. The executive offices and other hoteling workspaces are outfitted with office furniture from Halcon, and there’s at least one Eames lounge chair on the premises. [Photo: GM] Shared workspaces are buffered from more active circulation areas, and most of the main executive areas have lounge-like waiting spaces that can double as informal meeting spaces during downtimes. That huge marble table in the executive boardroom was fabricated in GM’s own facilitytypically used to make concept cars and scale modelsand designed to have a solid flat surface free of the holes and ports of modern IT equipment. All that infrastructure is hidden away. [Photo: GM] “We wanted, first of all, for the look and feel to be appropriately placed for the time, to be timeless in and of itself, and the layout to be very flexible for many uses and very open and collaborative,” Windham says. [Photo: GM] The design also left room for some intentionally contemporary elements. A hallway on each floor features a series of artworks that turn the sound signatures of GM vehicles into abstracted soundwaves. And a vestibule outside the bathrooms on the executive floor is decorated with custom-made wallpaper showing stacks of cassette tapes of some of the estimated 80,000 songs that reference GM carsfrom “Little Red Corvette” and “Pink Cadillac” to the countless country songs featuring Chevy trucks. [Photo: GM] The mere existence of this headquarters carries its own message, as GM leaves the Renaissanc Center. Plans are still forming between GM and Bedrock over how to deal with the largely empty 5-million-square-foot space, but GM isn’t looking back. The new headquartersa much smaller footprint, more centrally located in a resurgent downtownrepresents a new chapter for the company’s long history of innovation. “Being in the middle of the city, being part of that vibrancy is really leaning into the dynamic change that the industry is going through,” Massaron says. “We’re trying to remind ourselves and the world that we’re ready to lead and we’re going to continue to lead.”
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E-Commerce
Most business leaders view themselves primarily as “productive” rather than “creative.” Productivity is often associated with measurable outcomes, such as efficiency, consistency, and task completion. Creativity, by contrast, is frequently perceived as spontaneous, unpredictable, and elusive. Yet, productivity and creativity are not at odds. In fact, they reinforce each other powerfully. Leaders who successfully integrate productive habits with creative practices can unlock new levels of innovation, effectiveness, and personal fulfillment. A global Adobe survey found that 75% of professionals report growing pressure to be productive rather than creative at work, while only 25% believe theyre living up to their creative potential. This creativity gap reveals a systemic imbalance: leaders may be achieving efficiency, but theyre underperforming on innovation. Productivity Without Creativity Leads to Stagnation Many leaders find themselves trapped in cycles of productivity: checking off tasks, hitting deadlines, and running efficient meetings. However, overemphasizing productivity metrics at the expense of creativity can lead to stagnation, disengagement, and missed opportunities for innovation. According to Gallup, disengagement costs the global economy $8.8 trillion annually. And disengaged leaders set the tone for disengaged teams. In our work with executives, we often hear the same lament: Im getting things done, but I dont feel like I am getting anywhere. The problem isnt a lack of effort. Its that productivity without creativity produces motion without momentum. Creativity Needs Discipline The myth of creativity is that it arrives in spontaneous bursts of inspiration. In reality, creativity flourishes when it rests on a foundation of discipline. Cliff knows this from his dual roles. As a songwriter, he leans on courage, openness, and uncertainty. As a recording engineer, he thrives on precision, technical structure, and predictable workflow. Each role strengthens the other. The order of the studio makes space for creative leaps in songwriting. The risks of songwriting push him to keep the studio at peak performance. Similarly, in my own work, Ive seen how structure creates room for insight. In leadership workshops, I utilize tools like the Illuminated Cubea reflective exercise that provides a framework for individuals to surface their hidden strengths. The structure isnt the end; its the container that makes creativity possible. As organizational psychologist Adam Grant points out, productivity isnt about more output; its about quality output. And quality often comes from pairing disciplined focus with creative risk-taking. In Grants view, a disciplined focus allows individuals to produce fewer, higher-quality ideas that have a greater overall impact. Disciplined practice also builds the resilience needed to navigate creative challenges and maintain consistency. Your Spaces Matter, Too Leaders often underestimate the impact of their environment. But organized spacesboth physical and mentalmake breakthroughs more likely. Cliffs recording studio is a model of meticulous organization. Everything is in its place, technically reliable, and ready to go. That structure frees him to explore ideas in songwriting, knowing the foundations wont fail. He also maintains a daily haiku practicea tiny ritual that trains his creative muscles consistently over time. Small practices like these work for leaders too: quick journaling, five-minute brainstorms, reflective pauses before meetings. These micro-habits signal to the brain: This is a space where creativity belongs. Kate ONeill, founder of KO Insights, employs similar strategies, using structured prompts and systematic reminders to maintain consistent creative output amidst demanding productivity schedules. This disciplined consistency allows ONeill to seamlessly integrate creativity into her everyday activities, resulting in more impactful and innovative work. Incorporating small, consistent creative rituals into daily routines can significantly improve leadership effectiveness. Activities like quick journaling, brief brainstorming sessions, or reflective writing help leaders systematically foster creativity, encouraging long-term innovation and adaptability. The Creative-Productive Zone The biggest shift is identity. Too many leaders see themselves as either productive or creative. But the most impactful leaders integrate both. For me, this came from reconciling two identities: The strategist and the artist. For years, I thought of them as separate worlds. However, when I began blending artistic practicessuch as visual thinking, storytelling, and pattern-makinginto my leadership development work, my impact expanded. Creativity didnt dilute my productivity; it deepened it. Cliffs path illustrates the same lesson. His creativity as a songwriter is inseparable from the technical precision of his engineering work. Together, they create a rhythm of freedom within structure. This integration is what we call the creative-productive zone: a state where structure supports exploration and exploration fuels progress. How to Harness Productivity and Creativity Together Bringing productivity and creativity into balance doesnt happen by accident; it requires intention. The good news is that you dont need sweeping overhauls to start. Often, its the smallest shifts in routine and mindset that unlock the most significant breakthroughs. By making space for both discipline and imagination, leaders create the conditions where innovation feels less like a gamble and more like a habit. Here are four practical ways leaders can start today: 1. Build Creative Rituals into Routine. Add small, repeatable practicesa haiku, a sketch, a reflective questionthat keep your creative muscles strong. 2. Organize for Freedom. Create reliable structures (clear processes, tidy workspaces, predictable rhythms) so your mind is free to take risks. 3. Alternate Modes. Design your calendar with intentional blocks for both focused execution and open exploration. Dont try to do both at once. 4. Audit Your Balance. Ask: Am I measuring only outputs? Where am I creating space for ideas, not just tasks? The future of leadership isnt choosing between productivity and creativity. Its mastering both. When you create the structures that support your craft and the rituals that spark your imagination, you dont just get things done, you create things worth doing. The leaders who thrive will be those who can deliver results and inspire, who can hit deadlines and spark breakthroughs. In a world overflowing with efficiency, its the capacity to generate meaning and originality that sets you apart. Productivity makes you reliable; creativity makes you unforgettable. The challenge and the opportunity lie in embracing both with equal intention.
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E-Commerce
Weve had branded entertainment since Procter & Gamble invented soap operas back in the 1930s. But today, brands are forced to diversify the ways in which they gain and hold our attention. Its no longer as viable or effective to depend on traditional paid media tools. Innovative marketers are increasingly investing in content and experiences that attract and engage audiences rather than interrupt and annoy them. And the shift is driving results. Brands of all stripes talk about brand entertainment, but its the exceptions that truly create actual entertainment. Ive spent a lot of time this past year writing and talking on the Brand New World podcast about the variety of ways different brands are doing this right. From WhatsApp working with Modern Arts on a Netflix doc about the Mercedes F1 team, to Dicks Sporting Goods formally establishing an internal entertainment studio that has already won Sports Emmys for We Could Be King in 2015 and The Turnaround in 2024, to the unprecedented deal struck between AB InBev and Netflix. The latter, signed in November, puts the global brewer’s major beer brands front and center in Netflixs push into live sports, as well as giving it early access to placement and integration in Netflix shows and movies. Obviously brands want the shine of legitimate Hollywood entertainment. But production costs and other financial pressures have made working with brands a much more attractive prospect for Hollywood too. So I wanted to check back in with the executives behind some of these projects to find out what they anticipate the biggest developments will be in 2026. The most significant drivers of these developments stem from the evolving platforms, fueled by audience preferences and behavior, as well as the economic realities driving brands and Hollywood into each others arms more often and in more varied ways. Marketersand audiences, for that matterare going to see some big changes coming to screens, both big and small. Read on for what to expect. Shifting platforms Meta announced on December 16 that it would begin testing its Instagram for TV app in the U.S. on Amazon Fire TV streaming devices. Zac Ryder, cofounder and co-chief creative officer of Modern Arts, says this feature is going to be a game-changer for brand entertainment. Brands as varied as UPS, Bud Light, and Sephora have been building audiences on Instagram Reels and Stories, while other brands are jumping into the micro-drama trend of serialized, bite-size soap operas in vertical video. Ryder says this shift means brand content on the platform will continue to look even more like entertainment, getting longer and more ambitious to better align with TV viewing behavior. Ultimately, this will further blur the lines between entertainment and social. Ryder says that as a result we’ll start to see more big swings featuring A-list storytellers and talent this year. This will be especially true for brands who are already very invested in IG and have spent years building their followers. And of course, if brands are going to start dropping more ambitious work on IG, theyll drop it on YouTube as well, he says. In order to compete for brand dollars, streamers will need to become even better partners to brands, all of which will create even more energy in this space and raise the bar even higher. A growing number of people are watching YouTube (and soon, Instagram Reels) on their TVs. Meanwhile, streamers like Netflix and Disney+ are increasingly utilizing brand partnerships to keep subscriber prices competitive. Many of my sources believe these changing dynamics of how we watch and engage with entertainment will drive where brands can find the best opportunities. I suspect we’ll see more next-generation partnerships like those we’ve been involved with this past year, especially as the Warner Bros. thing sorts itself out, says Jae Goodman, cofounder and CEO of Superconnector Studios. I bet Skydance/Paramount, Disney, Amazon, Comcast/NBCU will all come to market with brands as true partners in surprising, innovative, mutually beneficial, and I bet very effective ways. A new strategy Goodman helped broker the Netflix-AB InBev deal and has also helped giants like Nike and LVMH set up their entertainment strategies. He says the long-standing trajectory of how brands and Hollywood do business has fundamentally changed. Typically, its TV networks and streamers selling ad space to media agencies, then creative agencies filling the order. Film studios and distributors sell partnerships to brands, then licensing and promotional agencies get creative with the intellectual property. Brands are now entering the market with real entertainment strategies, Goodman says. And brands are leading the conversation with entertainment entities by asking, What if we wanted to achieve XYZ and then figure out the structure and cost? We refer to it as idea flow before deal flow. This past year, the Martin Agency worked with Subway Takes creator Kareem Rahma on UPS Business Trips. Martins chief brand officer, Elizabeth Paul, believes branded entertainment is growing up and moving from bloated bandwagons with hundreds of brand sponsors (see: Wicked) to fewer projects with a more focused audience. UPS is a major brand that could easily jump on the blockbuster movie bandwagon or make a Super Bowl ad. Instead, “UPS Business Trips” was a relatively small, Subway Takes-inspired series in which Rahma and UPS drivers visit small-business customers. According to the agency, it had more than 100 million views across platforms, and generated 1,000% return on ad spend. For those who truly believe in the space, brand entertainment will stop being treated as a campaign format and start being managed as a portfolio, says Paul, who suggests that the best brands will start thinking like studios, not marketing departments. We’ve seen this most recently with Dick’s Sporting Goodss new in-house studio division, Cookie Jar & a Dream Studios. Dick’s CMO Emily Silver told me back in Septembr that this move will see the brand be more aggressive in the number of films and pieces of content it releases, as well as help the brand build more of a name for itself in the entertainment industry to attract different writers and projects. “It gives us the opportunity to put a little more structure and framework around what content we want to produce and where we want to lean in to help build for the long term,” she said at the time. New economics The most significant factor in the pace of brand entertainment’s evolution is the business imperative from both sides to make the economics work. North American box office revenue for 2025 was more than 20% lower than pre-pandemic levels. And in the first half of 2025, major streamers ordered 24% fewer first-run and renewed scripted titles than the same period in 2024. As production costs have skyrocketed, and the ability to get entertainment projects off the ground more difficult, Hollywoods typically cool condescension toward marketers has thawed to the point of giddy embrace. Cynically, even if Hollywood sees brands as logo-plastered ATMs, brands see an opportunity to exploit this need for cash to do cool things that are actual entertainment. Last year, economic pressure forced marketers to be really choiceful with their media plans, which forced intentionality, says Paul. As brands got more selective, the most successful collaborations meant fewer swings with clearer creative intent. The result wasnt louder brand entertainment, but more considered workprojects that respected fandom, embraced specificity, and trusted audiences to meet brands halfway. Paul cites the Martin Agency’s work on Bud Lights Armchair Quarterback last year, a Netflix partnership starring Peyton Manning that parodies the second season of the streamer’s show Quarterback. Armchair Quarterback attracted more than 100 million social impressions, thanks in no small part to tapping into the fandom of Quarterback by working with the show, its producersManning’s Omaha Productionsand Netflix. However, she reiterates that this can’t be a simple exchange of relevance for cash. This is about forging true strategic partnerships that delight fans and move markets. Talent magnet The relationship between Hollywood and brands has evolved significantly over the past year. Brand partnerships and content are not embarrassing for studios or streamers anymore, in part because of the aforementioned economics, but also because the quality is higher and the value is clear. WhatsApp’s film The Seat, for example, cost about as much as it would to make and buy ad time for a 60-second commercial. But it also was high enough quality to stand on its own on Netflix. This is a virtuous cycle: The better the quality, the higher caliber of talent is attracted to subsequent projects, which in turn should continue to boost the caliber of these projects. Ryder says a growing number of A-list showrunners, writers, directors, and creators have been reaching out to learn more about the brand world in hopes of finding a project to work on together. LVMH’s entertainment division, 22 Montaigne, for example, is developing projects with Reese Witherspoon’s Hello Sunshine, as well as Ron Howard and Brian Grazer’s Imagine Entertainment. When we started making these kinds of brand projects 10 years ago, everyone on the talent side was so suspicious, Ryder says. Many believed brand entertainment was just a glorified long commercial. That has changed as more high-quality films have dropped. Its a bit like a Michelin chef trying a killer food truck and realizing that could be a new outlet for their cooking, he says. There are just a lot more delicious food trucks out there now.
Category:
E-Commerce
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