On 9 April, we held the second edition of our peer breakfasts — a space for honest conversation among marketing and communications professionals in our sector.

A small group of professionals came together with a clear goal: to stop talking about trends and start talking about realities. What emerged was as honest as it was familiar.

The saturation of digital channels, the difficulty of standing out in a sector where everyone communicates in much the same way, and the impact of artificial intelligence were the main topics on the table. AI may still raise more questions than answers — but some companies are already finding where to begin.

Three ideas that defined the session

The existing client base is the most valuable asset. Cross-selling has far more potential than most companies currently tap into, and unlocking it represents a real growth opportunity.

Marketing cannot stand without strong service behind it. The consensus was clear: get it right first, then communicate it better.

The sector's challenges are shared. And that is precisely why spaces to work through them together also have value.

This format — small groups, peer conversation, no presentations — keeps proving that some reflections work better over coffee, in an atmosphere of trust. Each edition tackles a different topic. The next one is already on its way.