H2 Accelerator is pleased to announce the promotion of Rae Scott from Social Media Manager to Senior Digital Strategist, recognizing her exceptional talent, strategic insight, and consistent contributions to the agency’s digital leadership.

The past year forced a different kind of planning. Fewer certainties, more scenarios, and a growing sense that something fundamental was shifting in how people and brands show up online. The tools stayed mostly the same, but the way identity, creativity, and expression played out inside them did not. This moment demands a closer look at what brands should hold onto, what they should let evolve, and how clarity can win in an era of reinvention.

Many teams are doing everything right on paper. Campaigns are optimized, costs are stable, and performance looks healthy, yet growth feels slower than it should. The issue is not broken tactics, but an overreliance on short-term performance to do all the work. There is a bigger opportunity most brands are missing, and understanding it can change how you think about growth. Read on to see where the next wave of impact really comes from.