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Welcome to Marketing Mondays · 12 Oct 2026

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SOMIN
Marketing Mondays · MYP Centre, Singapore · 12 Oct 2026

The 2027 marketing team:
smaller, faster, or obsolete?

What's next: AI trends for 2027 — shown live on one brand, Grab Singapore.

Prof. Aleks Farseev · Founder & CEO, SOMIN.AI

SOMIN
Prof. Aleks Farseev
The speaker

Prof. Aleks
Farseev

Founder & CEO, SOMIN.AI
  • PhD, Computer Science — NUS
  • Exited agency founder, now AI-marketing operator
  • Guest Professor, NUS & INSEAD
  • Forbes Technology Council columnist

Google Cloud case study: campaign planning up to 12× faster — weeks down to ~13 minutes per brief. Recognized by Google DeepMind.

Google DeepMind
SOMIN
One risk of AI at scale

Welcome to the
sea of sameness.

  • AI is still a statistical model. Given a prompt, it returns the most likely response, not the most original one.
  • Feed the same prompt to the same model, and most brands in a category land on the same answer.
  • Do that enough times across a category and you get different logos on the same ad.

The way out isn't skipping AI.
It's grounding it in data only your brand actually has.

SOMIN
A real example · 1 of 5 — the brief

Burger King had a boring
fact to sell.

Generic fresh-ingredient banners
Illustrative — the category's usual playbook
  • The fact: they removed artificial preservatives from the Whopper.
  • The problem: “no artificial preservatives” is a boring, unbelievable claim.
  • Every fast-food brand says some version of “fresher” — see left.
  • Nobody believes it — because nobody proves it.
SOMIN
The four questions

Ask these, in this order,
every time.

1
Who are we talking to?
the PERSON
→
2
What's bugging them?
the PROBLEM
→
3
Why does that happen?
the PSYCHOLOGY
→
4
What's the one line that says it?
the HOOK

Marketers call these Persona, Tension, Angle and Story.

SOMIN
A real example · 2 of 5 — the answer

So they did the opposite
of every other ad.

No polished photo. No vague “fresher” claim.
Just one real Whopper, left alone, photographed
every day for over a month — mold and all.

▶  Watch what they actually filmed — next
SOMIN
A real example · 3 of 5 — watch it first
Click to play the film
“The Moldy Whopper” — Burger King · DAVID Miami / INGO Stockholm / Publicis · Feb 2020 · video: The One Club for Creativity · watch on YouTube ↗
SOMIN
A real example · 4 of 5 — decoded

What you just watched,
decoded.

Who are we talking to?
Mara Delgado — skeptical of “clean” claims.
Persona
→
What's bugging them?
Clean-Label Fatigue — vague claims, no proof.
Tension
→
Why does that happen?
Psychological — Costly Signaling.
Angle
→
What's the line?
“The Beauty of No Artificial Preservatives.”
Story

SOMIN runs this same chain on live data, not a copywriter's hunch. Illustrative worked example — not a live SOMIN run.

SOMIN
A real example · 5 of 5 — the result

Awards aren't the
whole story.

Cannes Lions · Grand PrixOne Show · Best of Show
Reality check
  • No independently disclosed sales or CTR lift is public for this campaign, in either direction.
  • Jury awards measure craft and buzz among industry peers — not proven audience love.
  • Decay is inherently divisive to look at. Plenty of viewers said exactly that, awards or not.

Winning with juries doesn't guarantee winning an audience. Chase both.

SOMIN
Now, on data

Now do that every Monday.
For every business line.

Same four questions. One strategist, a stack of agents, real competitor data. Here's what that looked like for Grab Singapore.

SOMIN
The 2027 loop

Listen → Decode → Decide → Make → Ship.

1
Listen
What happened?
  • /somin-landscape-report
  • /somin-pulse
2
Decode
Who's winning, and how?
  • /competitor-audience-content-analysis
  • /competitor-product-market-insights
3
Decide
What do we say?
  • /somin-insight-engine-dashboard
  • /somin-brand-deck
4
Make
What does it look like?
  • Figma MCP
  • /content-diversity-scorer
5
Ship
When does it go out?
  • /somin-strategy-to-postly → Postly

Runs on SOMIN MCP + Claude. Every number traces to a SOMIN post, study or ID.

SOMIN
Case · Grab Singapore

One app. Two markets.
Two competitive sets.

SOMIN
Listen · /somin-landscape-report

What happened in food
delivery last month?

SOMIN
Listen · /somin-pulse

What worked this week —
and why?

SOMIN
Decode · /competitor-audience-content-analysis

Who's winning attention —
and how?

SOMIN
Decode · /competitor-product-market-insights

What are competitors selling —
and paying for?

SOMIN
Decide · /somin-insight-engine-dashboard

From signal to insight,
per pillar.

SOMIN
Decide · /somin-brand-deck · Food

Food: everyone is
shouting price.

SOMIN
Decide · /somin-brand-deck · Mobility

Mobility: everyone is
selling the $10 code.

SOMIN
Grab Singapore · Food · 1 of 3 — decoded

Everyone shouts price.
SOMIN heard something else.

Who are we talking to?
Maya Liew — The Community Nourisher.
char 2616 · theme 71118
Persona
→
What's bugging them?
The high cost of eating and living in the city.
theme 71093 · 291 of 323 posts
Tension
→
Why does that happen?
Economic — Value Perception Theory.
angle 21230
Angle
→
What's the line?
“True value is not found in the price tag, but in the connections we share.”
story 3349
Story

Same four questions as the Whopper — this time a live SOMIN run on Grab's own posts, not a copywriter's hunch. Workspace 3214 · study 9751 · Grab's community-tagged food posts average 10.7× its discount-tagged posts.

SOMIN
Grab Singapore · Food · 2 of 3 — the creative

One line. Three creatives,
one per funnel stage.

The line
“True value is not found in the price tag, but in the connections we share.”
story 3349 · GrabFood (product 303)
→ three hooks, one per funnel stage → three creatives
Awareness · TOFU
Concept creative: Your community, your meal.
“Your community, your meal.”proposition 5203 · USP: one food community
Consideration · MOFU
Concept creative: Eat local, love local.
“Eat local, love local.”proposition 5201 · feature: hawkers to chains
Conversion · BOFU
Concept creative: Gather, share, and save.
“Gather, share, and save.”proposition 5202 · promotion: GrabUnlimited
Concepts built through the Figma MCP in colours sampled from 24 Grab SG posts. Not live Grab ads; no Grab logo or wordmark.
SOMIN
Grab Singapore · Food · 3 of 3 — prompt by prompt

Four questions. Four prompts.
Every answer from data.

SOMIN
Grab Singapore · Mobility · 1 of 3 — decoded

Everyone sells the $10 code.
SOMIN heard something else.

Who are we talking to?
Kiran Lim — The Futuristic Family Connector.
char 2618 · theme 71135
Persona
→
What's bugging them?
Getting around affordably and accessibly — for everyone.
theme 71121 · 27 of 64 posts
Tension
→
Why does that happen?
Behavioural economic — Cognitive Load Theory.
angle 21244
Angle
→
What's the line?
“Simplicity in design unlocks deeper connections.”
story 3353
Story

Booking a ride for the whole family is hard work. The line sells ease, not another code. Workspace 3214 · study 9753 · Grab's service-tagged mobility posts average 5.6× its discount-tagged posts.

SOMIN
Grab Singapore · Mobility · 2 of 3 — the creative

One line. Three creatives,
one per funnel stage.

The line
“Simplicity in design unlocks deeper connections.”
story 3353 · Grab Rides (product 1458)
→ three hooks, one per funnel stage → three creatives
Awareness · TOFU
Concept creative: Everyone rides together.
“Everyone rides together.”proposition 5200 · rides for every passenger
Consideration · MOFU
Concept creative: A simple way to get anywhere, together.
“A simple way to get anywhere, together.”proposition 5200 · kid rides, advance booking
Conversion · BOFU
Concept creative: Grab a ride, share a moment.
“Grab a ride, share a moment.”proposition 5200 · share my ride, emergency button
Concepts built through the Figma MCP in colours sampled from 24 Grab SG posts. Not live Grab ads; no Grab logo or wordmark.
SOMIN
Grab Singapore · Mobility · 3 of 3 — prompt by prompt

Same four prompts.
A different answer.

SOMIN
Make · Figma MCP

On-brand, in the brand's
own file.

SOMIN
Check · /content-diversity-scorer

Is Grab's own feed
repeating itself?

SOMIN
Ship · /somin-strategy-to-postly

Ship — and know
when to stop.

SOMIN
So — smaller, faster, or obsolete?

Smaller. Faster.
Not obsolete.

Smaller

One strategist, nine tools. The agents pull, score and build; people choose.

Faster

Last night: audience read 12 min · diversity scores 24 min · insight engine 17 min · 8 Figma frames 19 min.

Obsolete?

Only if you ask AI the same question as everyone else. Ground it in data only your brand has.

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Free · today's 8 skills, on your own SOMIN data · aleks@defygroup.ai
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