The Army National Guard hit 433,000 troops in FY2025, its strongest recruiting year in a decade. Inside the Uncommon is Calling campaign, the federal-state comms structure, and the AI answer-engine problem the Guard has yet to solve.
A brand planning a campaign used to start with an agency. A growing number now start with a prompt — they open ChatGPT and ask "who should be the face of our campaign." The answer comes back ranked, in seconds, and it shapes the shortlist before anyone is briefed or a rate is neg
Eleven PR campaigns that redefined the discipline — Spotify Wrapped, Patagonia, Dove Real Beauty, Fearless Girl, the Ice Bucket Challenge, Old Spice, Barbie, and more — what each did, why it worked, and the traits they all share.
