In the second episode of our Big Shift series, Emma sits down with Phil Camarota, Chief Creative Officer at Flywheel, to explore how fragmentation shows up in a brand’s creative experience.

Phil explains why fragmentation is more than disconnected teams or KPIs. It can also break the brand story consumers experience across creators, retail media, ecommerce, stores, and the shelf. He breaks down why consistency does not mean repeating the same message everywhere, how physical and digital retail should play complementary roles, and why the store still matters as a place for reassurance, immersion, and relationship building.

The conversation also covers creative commerce, AI’s impact on real-time commerce, what Total Commerce means in practice, and why brands should take a closer look at how their integrated agency teams are actually collaborating.

This episode builds on ideas from The Big Shift: From managing to mastering fragmentation. Read the full whitepaper for the complete story.