Article Archives - MossWarner

Using AI in Business Communications Effectively

Posted on June 24, 2026June 24, 2026 by Julia Macneill

For all its power and promise, AI is fraught with figurative land mines. It certainly is when it comes to business communications.

One thing we know is that our clients don’t want to cut corners with AI, and they don’t want us to do that either. They understand, as we do, that AI is not a substitute for fundamentals. Rather, it should enable better thinking and creativity.

We use AI tools for research and content framing, but we never send AI output as a final deliverable.

From our perspective, there are three things to have in place when using AI for any communications function. We’ve seen them in large organizations, and we use them to protect confidential, proprietary and sensitive information and to avoid unintended exposure to intellectual property infringements.

These protections have always been central to our business, and as AI-assisted creative collaboration becomes a part of everyday life, we believe that sharing them will help make the playing field safer for everyone.

Follow MossWarner on LinkedIn to stay inspired with fresh ideas, thoughtful perspectives, and smarter ways to approach your work.

How to Collaborate with AI on Creative Development

Posted on June 10, 2026June 10, 2026 by Julia Macneill

AI can be a great creative collaborator… If you’re one.

We’re hearing a lot about incorporating AI in every area of marketing, from targeting, channel mix optimization, and media placement to dynamic, adaptive creative and efficient production.

We often use it for collaborative creative development, based on three fundamental understandings:

AI is not a substitute for human instinct, expertise, judgment or authenticity. It’s a good starting point but requires progressive, iterative input to achieve a creative vision.
AI is great at crafting responses to queries and prompts, but those are often generic and feel detached. It takes human emotional intelligence, judgement, context, and voice to refine creative that feels genuine and that moves people.
AI is often inaccurate and must always be checked. Their own disclaimers state they are often wrong and that you should verify outputs before distributing them, and AI sometimes inadvertently violates copyrights.

With these foundational truths in mind, here are 5 nuts ‘n bolts tips, from our own experiences, for collaborating with AI in creative development…

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Aligning Sales and Marketing Teams for Better Results

Posted on June 10, 2026June 10, 2026 by Julia Macneill

Sales–Marketing alignment is top-of-mind for enterprise B2B organizations as the landscape is reshaped by technological advancements, changing buyer behaviors, and evolving business models.

In a recent survey of North American go-to-market leaders, 52% named strengthening marketing, sales, and customer success alignment as their top priority for the year.(1)

A recent study found that fully aligned teams are 60% more likely to hit their revenue goals (80% success rate vs. ~50% when misaligned).(2)

In 2026, B2B enterprises are tackling silos and misalignment head-on by adopting new strategies, technologies, and organizational models.

Here are five emerging trends as companies advance the alignment of their Sales and Marketing teams to meet the challenges of a changing B2B landscape.

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3 Rules for Collaborating on Shared Documents

Posted on June 10, 2026June 10, 2026 by Julia Macneill

We’re all accustomed to collaborating on shared documents via Teams and other collaboration platforms.

When the shared document is an element of creative development, with its inherent subjectivities, and explorations, it’s easy for confusion to set in, whether due to differing opinions or version control issues.

We address these issues frequently and have adopted disciplines and protocols that can help make creative collaboration a smoother and more productive.

Here, we’ve distilled them down to three basic, easy-to-follow rules.

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Tapping all the Senses: A Guide to Multi-Sensory Experiential Marketing

Posted on April 7, 2026April 7, 2026 by Julia Macneill

For all the talk about technology-driven immersive experiences, there are plenty of low-tech things you can do that don’t require VR, a bunch of screens or expensive installs.

One of the best is “Sensory Layering” – three or more senses telling the same story at once.

All it takes is intentional sensory cues linked to a clear story and brought to life with a few well-timed moments. For example, imagine red lighting, a rising alarm sound, and a paper “Mission Critical” memo in attendees’ hands. The brain says, “Something urgent is happening.” That’s immersion.

Let’s look at how all five human senses can provide complementary inputs to create truly immersive experiences.

Experiential vs. Immersive

Posted on March 31, 2026March 31, 2026 by Julia Macneill

Lately, almost every event planning session starts with a request that it be experiential or immersive. Sometimes, the two words are used interchangeably, but they are different. And it’s more than syntax.

There is some overlap, and many companies are taking that into account, designing and budgeting for immersive as a subset of experiential.

It comes down to this: Experiential is engaging; you’re doing something, and remembering it intellectually. Immersive is visceral; you’re feeling something, and remembering it emotionally.

Here’s a basic explanation of what each term means in the context of corporate, customer and team events (or experiences), and how they are playing out both at one-time events and in corporate facilities.

Diving Into Immersive Experiences

Posted on March 27, 2026March 27, 2026 by Julia Macneill

Companies have embraced immersive experiences for marketing and business communications. It’s the driving force behind the steady rise in the overall category of experiential communications.

Immersive experiences are becoming more embedded in everyday life, with experiential entertainment centers opening across the US and attracting visitors by the millions.

Whether in marketing, sales or internal comms, audiences expect to be participants in experiences not just passive viewers. And enterprises are stepping up, investing in the hardware, software and services that make it possible.

It’s becoming table stakes for premium and complex brands, directly affecting their revenues and data strategies.

Early movers are building defensible experience IP and platforms, while late movers will likely experience lost opportunity costs until they catch up.

Here, we explore the trends that are shaping the future of immersive comms.

Nailing That Big Presentation

Posted on March 27, 2026March 27, 2026 by Julia Macneill

Great presenters aren’t born with stage presence, they learn it. And so can you.

Delivering a presentation – “playing the room” – is a key skill for business leaders. The best of them are relaxed and confident because they prep well and have mastered the basics. They’re enjoying themselves and it shows.

Here are three ways to feel totally comfortable – and look it. So shake the jitters. Just follow these three simple guidelines… And enjoy yourself!

Interested in more tips on how to nail your big presentation? Download MossWarner’s free Quick Reference Guide here.

Four Winning Skit Formats to Energize Your Next Sales Meeting

Posted on January 28, 2026January 28, 2026 by Julia Macneill

When you need to create a skit for a sales meeting, a blank sheet of paper can be daunting. Where do you start?

Fortunately, there are numerous proven formats, and they all revolve around three simple overall objectives:

DELIVER relevant information and/or insights that relate to the audience’s everyday experiences
ENTERTAIN the audience in ways that promote engagement
EMBODY the key takeaways such as strategies, values and business goals

In the carousel above, we highlighted four formats that are consistently successful for sales teams. From parodies of familiar television, film, or theatrical productions, to other genres that invite audience participation.

They are hardly the only possible formats, but can serve as inspiration and, in many cases, templates for development.

Want to learn more about putting on skits for your sales meeting? Read top tips from the MossWarner production team here.

Think, Feel, Do: Crafting Great National Sales Meeting Speeches

Posted on January 16, 2026 by Julia Macneill

It’s that time of year when senior executives start thinking about their remarks for National Sales Meetings.

For many, whether they’re first-timers or experienced managers looking to elevate their delivery, getting started can be a bit of a struggle.

If you’re in either category, this roadmap can be a useful guide. It starts with what might seem obvious but is always a good discipline — defining:

What do you want your audience to THINK (or know)?
What do you want them to FEEL?
What do you want them to DO?

For National Sales Meetings, a typical senior executive speech lasts about 20 minutes. This Roadmap outlines messaging related to “Think” and “Feel” for all elements but leaves the “Do” for elements that embody a specific call to action.

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