""Imagine advertising campaigns born not from keywords or demographics but from pure feeling." This is how Thibault Imbert, Chief Product & Growth Officer of The Brief, describes the promise of "the world's first AI agency" when I sat down to interview him. Vibe marketing is the key to his firm's approach: "Turning good ideas into ready-to-launch campaigns almost as fast as you think of them.""
"Vibe coding is, in other words, a lot like "jamming" in music. Think: Charlie "Bird" Parker bebopping alto sax solos in smoky nightclubs. Eschewing the usual constraints and rigidity that computer coding typically conjures, programming with vibes celebrates experimentation, improvising, even flow states. By contrast, regular or formal coding is more akin to a musician like Johann Sebastian Bach whose complex compositions famously demanded the strictest of precision to correctly execute."
Vibe coding lets users express intentions in plain speech while AI transforms that thinking into executable code, prioritizing experimentation before structure and performance refinement. Vibe marketing applies that approach to advertising, focusing on emotional impulses rather than keywords or demographics and aiming to turn good ideas into ready-to-launch campaigns almost as quickly as they arise. The method celebrates improvisation and flow, likening creative coding to musical jamming, and contrasts with formal coding’s strict, precise composition. Marketing remains a free-wheeling, creative field but often faces a practicality filter that can constrain bold ideas.
Read at Forbes
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