Hello world!

Kevin Goeminne
Sep 3
2 min read

Why i started this blog

I’ve been running CHILI publish for years, and there’s one thing I’ve learned the hard way: marketing is drowning in chaos.

Too many tools. Too many handoffs. Too many late nights spent resizing banners or fixing typos in German disclaimers.

We dress it up as “campaign week.” We romanticize the grind, as if exhaustion equals excellence. But let’s be honest — that’s not creativity. That’s chaos.

And chaos is killing marketing.

The problem i can’t ignore

Meanwhile, the market doesn’t wait.

Prime Day sold $24 billion in four days.
Zalando shrunk production cycles from weeks to days.
TikTok trends explode and vanish before most teams get past approvals.
And the EU AI Act is about to demand proof of how your creative is made.

Chaos doesn’t survive in that reality.

So the question became: do we keep pretending campaign firefighting is “normal,” or do we start telling the truth?

Why this blog exists

That’s why I started this blog.

Not to push products. Not to “announce features.”

I’m here to talk openly about what’s broken in marketing — and where I think we need to go next.

Why campaigns are dead.
Why production is turning into a commodity.
Why briefs are broken.
Why unification (one system, not ten tools) is the only way forward.

Some posts will be provocative. Some will be funny. All of them will be honest.

This is me, not a PR team.

Who i'm writing for

If you work in marketing — whether you’re a CMO, a brand manager, a designer, or the intern stuck in spreadsheet hell — this blog is for you.

If you’ve ever thought “there has to be a better way,” you’ll find something here.

The promise

I’m not here to drown you in buzzwords or hype. I’ll write like a human, tell stories that matter, and share the uncomfortable truths most people gloss over.

Because creativity doesn’t die when we build systems. It dies when we let chaos run the show.

This blog is about killing chaos, protecting creativity, and rethinking how marketing really gets made.

That’s the story I want to tell.